Ritter Sport in new design – design diary

The Ritter Sport brand has been rebranded. After the packaging of the chocolate bars had already received a fresh cell treatment in 2019, and the design was significantly changed, there is now a relatively subtle evolutionary development.

The beginnings of the Ritter Sport brand go back to the founding of the chocolate and confectionery factory by Alfred Eugen Ritter and Clara Ritter in 1912 in Stuttgart (Bad Cannstatt). According to the company, Ritter Sport has a brand awareness of 99 percent in Germany. Products of the brand Ritter Sport are now sold in over 100 countries worldwide.

As part of the current redesign, the color scheme was modernized and the focus was more on the ingredients in the chocolate, according to a post on the company’s corporate blog. Since 2018, 100% certified sustainable cocoa has been sourced for all varieties and for the entire range of the Ritter Sport brand. A corresponding label can now be seen on the front of each package. At present, a large part of the primary packaging is still made of polypropylene. The company wants to change that and plans to have its entire range of paper-based packaging by 2025.

Ritter Sport premium whole milk - before and after
Ritter Sport Edel-Vollmilch – before and after, image source: Ritter Sport, image montage: dt
RitterSport bitters - before and after
RitterSport bittersweet – before and after, image source: RitterSport, image montage: dt

The basic design – centered structure, use of capital letters typography (future), photographic illustrations – will be preserved. The brand logo itself was not changed either. The different base colors for varieties, on the other hand, were modified and no longer shine quite as brightly. The most notable change, however, is a light green sustainability mark on the front.

The agency KLIS Design (Herrenberg) is responsible for the redesign.

comment

In light of the changing awareness in humans in recent years regarding topics such as ecology, sustainability, packaging / plastic avoidance, animal welfare, it is surprising that the purchase of 100% certified sustainable cocoa is apparently not included in Ritter Sports packaging. design, or only partially, hardly played a role. I also believe that a similar brand represents a differentiating feature and is perceived by many consumers as a promise of quality. Studies and market research prove this. To a certain extent, this also explains the large number of such labels and seals that are found in the food and, for example, in the clothing industry, also because certification of products / services is a business.

About the brand’s jungle: Should the purpose of fire communication in general not be that quality promises such as sustainable cultivation, fair trade, etc. are delivered via the brand’s design / brand, ie via a brand’s identity and name. itself? Instead of labels being needed for this? Just as Alnatura stands for organic food, Patagonia or Pyua stands for recycled clothing. How long will manufacturers continue to use green labels and seals to indicate what really needs to be taken for granted today? Is there really a need for a brand to make it clear that a product is made without child labor?

media gallery

related links

Leave a Comment