Why is the RITTER SPORT chocolate a square? Because it fits better in the pocket of a sports jacket without breaking and still has the same weight as a conventional bar. This was Clara Ritter’s pioneering idea in 1932, profitable also because the new factory in Waldenbuch was located on the way to the sports field.
With the relaunch of the German brand website, a new online strategy was developed to build up a comprehensive offer of information and a cohesive brand experience in several steps. The „RITTER SPORT Spirit“ (to experience the brand and the products in a playful way), honesty (Swabian Authenticity) and quality were identified as the major brand values. The new website is an homage to the square shaped chocolate, the colours of the products can be found in the navigation and teasers.
For the relaunch, we developed a new kind of product staging: large tasty chocolate pieces in combination with the corresponding „best“ ingredients. The pictures we shot for the website are now widely used.
Based on the German brand website, three language versions (English, Italian, Russian) were developed.
Awards
Nominated for the Design Award of the Federal Republic of Germany 2009, Berlin
red dot for high design quality, red dot communication design award 2008, Essen
Silver medal at the DDC competition Kommunikation vernetzt 2008, Frankfurt am Main
German brand website
Internationalisation
Project:
Relaunch of the German brand website
Development of an online strategy and (online) corporate design
Product staging, Shooting
Contribution: Concept, design, creative direction
Year: 2008
Agency: Fork Unstable Media, Hamburg
