Permission to snack

They say never mess with a classic. But even icons need sprucing up every once in a while. We’d already revamped Ritz with a pack design that placed the iconic crackers shoulder to shoulder on shelf, catching shoppers’ eyes and putting the glitz back into Ritz. But with a new brand positioning, improved recipe and the snack landscape getting itself into healthier shape, Ritz was ready for a refresh…

To communicate the new ‘from the Ritz bakery’ positioning and permissible tastiness of the healthier recipe, we simplified and modernised the previous design style, introducing a natural texture and a clear ‘BAKERY’ callout within the Ritz brand marque.

A key challenge of the brief was to define the role of red across the Ritz portfolio, so we built a clear system that heroed Ritz red for the core cracker product and gradually gave way to sub-range colours.

Then we supported this strategy with clearly defined range architectures, signifiers and assets to create diverse product ranges that still shared a common Ritz bakery feel.

The result is a unified, more permissible range that still packs in the deliciously snackable flavour consumers know and love. So form an orderly queue, the Ritz bakery is open.

Strategic Tools Used
Creative Success Equation
Brand Guardianship
Ritz brand identity and packaging design core crackers
Ritz brand identity and packaging design core crackers lineup
Ritz brand identity and packaging design cheese crackers
Ritz range brand identity and packaging design