Ritter Sport in a 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, a relatively subtle evolutionary development is now taking place.

The beginning of the Ritter Sport brand dates back to the founding of the chocolate and confectionery factory by Alfred Eugen Ritter and Clara Ritter in Stuttgart (Bad Cannstatt) in 1912. According to the company, Ritter Sport has a brand awareness of 99 percent in Germany. Products of the Ritter Sport brand 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 flavors and for the entire range of the Ritter Sport brand. A corresponding label can now be seen on the front of each package. Currently, 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 at the latest.

Ritter Sport noble whole milk – before and after, image source: Ritter Sport, image montage: German
RitterSport bitters – before and after
RitterSport bittersweet – before and after, image source: RitterSport, image montage: dt

The basic design – centered structure, use of uppercase typography (future), photographic illustrations – will be preserved. The brand logo itself was also not changed. The different basic colors for varieties have, on the other hand, been modified and no longer shine quite as strongly. The most notable change, however, is a bright green sustainability label on the front.

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

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In light of the changing awareness of people in recent years regarding topics such as ecology, sustainability, packaging/plastic avoidance, animal welfare, it is surprising that sourcing 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 corresponding brand represents a differentiating feature and is perceived by many consumers as a promise of quality. Surveys and market research prove this. To some extent, this also explains the large number of such labels and seals found in the food industry and, for example, in the clothing industry, also because certification of products/services is a business.

About the brand’s jungle: Shouldn’t the purpose of brand communication generally be that quality promises such as sustainable cultivation, fair trade etc. are made via the brand’s design/trademark, i.e. 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 for recycled clothes. How long will manufacturers continue to use green labels and seals to indicate what should really be a given these days? Is there really a need for a label to make it clear that a product is made without child labour?

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