Bulletproof – Ritz

Mondelēz International has worked with the London office of global brand design agency, Bulletproof, to revitalise the packaging for its Ritz snacking portfolio, as part of an overall relaunch of the iconic cracker brand.Bulletproof had already put the glitz back into Ritz back in 2013, when it created the pack design that placed the iconic crackers shoulder to shoulder on shelf. But despite its iconic status, Ritz was getting overlooked in the ever growing snacking aisle, with more and more consumers seeking healthier alternatives. The time had come to review the Ritz recipe and contemporise the branding to help it reconnect with consumers.With an improved recipe to communicate and a new flavour variant, Bulletproof was tasked with creating an evolutionary design that would return Ritz to its category leading position, drive reappraisal and communicate the delicious taste of its new, more permissible range.Bulletproof comments: “They say never mess with a classic. But even icons need sprucing up every once in a while and Ritz was no exception. We set about creating a contemporary new design, updating the key brand assets to reflect the new healthier positioning by simplifying and creating a new brand world of natural substrates, textures and styling.“We defined the role of red across the Ritz portfolio and built a clear system that heroed Ritz red for the core cracker product and gradually gave way to sub-range colours. The result is a unified, more appealing range that still packs in the deliciously snackable flavour consumers know and love.”Melissa Stuart, Brand Manager for Ritz at Mondelēz International said: “When we were looking to relaunch Ritz, our natural choice for design partner was always going to be Bulletproof. Having created a best-in-class design for the portfolio five years ago, Bulletproof has again delivered a bold design bursting with appetite appeal and real punch that will entice both existing and new consumers to try our delicious – and healthier – new recipes.”