Redesign of the packaging of our favorite cookies
With an improved communication recipe and a new flavor variant, Bulletproof took it upon themselves to create an evolutionary design that would return Ritz to its category-leading position, drive re-evaluation, and communicate the delicious flavor of its more permissible new range.
Bulletproof Comments: “They say never mess with a classic. But even the icons need to be spruced up from time to time and the Ritz was no exception. We set out to create a new contemporary design, updating key brand assets to reflect the new healthier positioning by simplifying and rebranding the world of natural substrates, textures and styles.
“We defined the role of red throughout the Ritz portfolio and created a clear system that implemented Ritz red for the core cracker product and gradually gave way to sub-range colors. The result is a more attractive, unified range that still contains the deliciously appetizing taste that consumers know and love. “
Minimal designs for Ritz cookie boxes
Melissa Stuart, Ritz Brand Manager at Mondelēz International, said: “When we were looking to relaunch Ritz, our natural choice for design partner was always going to be bulletproof.”. Creating the best-in-class design for the portfolio five years ago, Bulletproof has once again delivered a bold design filled with appetite and a royal punch that will entice new and existing consumers to try our delicious, healthier new recipes. ”