When Ritter Sport was considering a brand relaunch along with a potential rebrand, they had us at chocolate.

Needless to say we spent a lot of late nights and ate countless chocolate bars (aka inspiration) to reimagine a campaign and rollover for this century old brand.

We landed on Find Your Own Pack, a marriage of personality and preference. We created illustrated worlds that captured the various audience personalities and assigned each a Ritter “pack” or flavor profile to highilight the uniqueness of each group.

The concept manifesto: “You’re not like everyone else. You’ve got a meticulously engineered Dutch coffee pot with a cult following.A standing date with your acupuncturist. An encyclopedic knowledge of the city’s best omakase places. Oh, and one goal: to make the most out of your time on this earth— by trying all it has to offer while staying true to yourself.

That’s why you don’t bother with run-of-the-mill chocolate. hat’s why you stopped eating American-made candy 10 years ago.

T In a world that settles for less, you settle for no one else’s ideas about what’s worth doing with your one, invaluable life.

And that’s why you like Ritter Sport. It’s rare and unusual—from the way it’s made to the way you open it. Most
people may not know about it, but to you? All the better. Because you’re not trying to blend in with the masses. You’re trying to share your passions with other people who get it. You’re on a quest to find your pack.”

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