RITZ C-STORE PACKAGING
Ritz crackers, which were introduced in 1934, are respected as a traditional, modest snack for older generations who favor quality first over flavor or convenience. As Ritz diversified it's snack offerings, this strong heritage became an issue as younger consumers sought out more dynamic, flavorful options. In response, Ritz launched a marketing campaign designed to reinvent the Ritz cracker as the go-to, customizable party snack. In an attempt to reach consumers of all ages looking for a more convenient on-the-go snack, Ritz looked to introduce new convenience store products and packaging.
DEFINING EVERYDAY INDULGENT
Ritz first selected Landor to audit their complete line of offerings and to define Ritz and the consumer base it commanded. With a better understanding of shelf presence, competition and use of imagery, Landor produced a fresh look for Ritz Munchables. The key theme for this design focused on "exploding product" imagery as an ideal salty snack cue. Having this increased movement added an aspect of dynamism and vitality on shelf.
THE CASE FOR GRAB-AND-GO
In contrast to Ritz Munchables, which targeted the party snack crowd, Ritz snack options in convenience stores remained less profitable. The ideal c-store consumer was not shopping for a party, or even for multiple people, for that matter. In this category, flavor dominates quality, both in the types of products offered and the imagery presented. In response, Ritz again approached Landor to develop a consistent system for all of their c-store offerings with more energy, flavor and overall charisma to appeal to truck drivers, traveling young adults and hungry children of all ages.
2010 Ritz C-Store Packaging
Ritz C-Store Packaging Concepts
Final Alternative Ritz "Beer Label" Inspired Packaging
