The traditional company Ritter Sport is synonymous with high-quality chocolate. Their claim: that each variety is best in class in its category. Taste and quality are inseparable for the brand. Good taste demands a consistently high quality of raw materials and processing. Ritter Sport stands for a modern, high-quality and innovative chocolate brand for a wide range of users.
Natural, fresh and emotional design
A vegan lifestyle is becoming more and more popular, especially among millennials. The vegan chocolate from Ritter Sport is considered the best tasting on the shelf, but has so far failed to win the hearts of the target group. Especially the distinctive "V" element was perceived as cold and technical. Overall, the range lacked an emotional component that millennials in particular are looking for.
V for Vegan
For our design approach, we took the existing "V" and translated it into a non-verbal key visual that reflects the concept of a great-tasting vegan chocolate. We also gave the design concept an emotional charge to match the Millennials' urge for new and exciting taste adventures.
Buyer navigation through appealing design
By directly linking the non-verbal "V" element via ingredients and colour codes to a specific flavour, a unique and effective vegan chocolate range was created on the shelf. The use of matt film as a packaging material allowed further important vegan codes to be picked up. With its new design, the vegan product range from Ritter Sport manages to navigate the shopper perfectly - in a physical shopping environment and in the digital space. The range is now the clear winner with the Millennial target group and a SKU with charisma in Ritter Sport communication campaigns.