ABOUT

Brief in brief:
Redesign the European Ritz portfolio, harmonising the brand positioning across European markets and aligning to a coherent design that modernises the iconic Ritz brand, reinforces taste appeal and targets the relevant consumer needstates.

Our thinking and doing:
Bulletproof raided the vaults of Ritz’s rich history, analysed the present brand equities and looked to the future NPD for the Ritz brand. This gave us great insight into the product dynamics and visual equities, as well as the inherent nostalgia surrounding this iconic brand; whatever the design solution don’t lose what makes Ritz, Ritz.

With the added complexity of each European market having different brand perceptions and consumption rituals, Bulletproof created a harmonised portfolio design that engages with all consumers on a simple yet iconic level, while staying true to the Ritz heritage.
Inspired by Ritz packaging from the 1950′s, the new design is a timeless classic which heroes the much-loved Ritz cracker. Strong shelf presence is assured through the bold pack architecture system that can flex easily across the portfolio of products.