The consultancy was appointed in January by Mondeléz International, which owns Ritz, and was asked to overhaul the European portfolio of the cracker.
Bulletproof looked at the history of the brand, its current equities and new product developments in the pipeline. There are currently three variants – Ritz Core Original, Ritz Core Cheese, and Ritz Minis Original.
The consultancy says this gave ‘great insight into the product dynamics and visual equities, as well as the inherent nostalgia surrounding this iconic brand.’
The design solution considers ‘different brand perception and consumption rituals’ across the European market with a ‘harmonised portfolio that engages on a simple yet iconic level, while staying true to the Ritz heritage.’
The simple design uses large product shots of the cracker ‘to drive taste appeal’ and Bulletproof says, ‘We were massively inspired by some of the very early designs from the 1950s.’