Bulletproof revitalises European Ritz portfolio for Mondeléz International
International brand design agency Bulletproof has modernised the European portfolio for Ritz, the world’s number 1 cracker brand, refreshing the brand identity and revitalising the packaging design.
International brand design agency Bulletproof has modernised the European portfolio for Ritz, the world’s number 1 cracker brand, refreshing the brand identity and revitalising the packaging design.
The rostered agency was awarded the project in January 2013 by brand owner Mondeléz International based on the strength of their existing relationship having worked together on previous projects.
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 the agency 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.
Bulletproof account management team comments: “With great projects like this comes great responsibility in paying due respect to the brand's longstanding heritage, whilst helping it to grow and develop together with the consumer. The new design is both simple and iconic. It heroes the much loved Ritz cracker and drives taste appeal for this moreish product. The creative idea is easily expandable across all brand touch points and translates well across European markets.”
Bulletproof creative team adds: “Working with such a well-loved and iconic brand was a really exciting challenge. We were massively inspired by some of the very early designs from the 1950's and by simplifying and modernising the design, we've created a timeless classic with a strong pack architecture system that can flex easily across the portfolio of products, and have fantastic shelf presence.”
A spokesperson from Mondeléz International said: “We are delighted with the new look for Ritz, which has stayed true to the brand, while delivering greatly improved modernity and shelf standout. Bulletproof have drawn the portfolio together under a consistent look, and rolled it out across the EU.”
Source: Bulletproof
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