Design agency Bulletproof raided the Ritz archive and analysed the present look to gain an insight into product dynamics, visual qualities and the inherent nostalgia surrounding the iconic brand.
The team balanced each European market's different brand perceptions and consumption rituals to create a harmonised design that engaged with all consumers yet stayed true to the Ritz heritage.
Bulletproof account management team looked to create a design both simple and iconic and that "heroes the much-loved Ritz cracker and drives taste appeal for this moreish product".
The team drew big inspiration from some of the very early designs from the 1950′s. By simplifying and modernising the design, it aimed to create a "timeless classic with a strong pack architecture".
A spokesperson from Mondeléz International said: "The new look for Ritz has stayed true to the brand while delivering greatly improved modernity and shelf standout."
