Packaging Design at Dr. Oetker: Evolution Instead of Revolution

Successful Brand Management Through the Packaging Design Relaunch of Dr. Oetker Ristorante

In my last blog post, I explored when evolution is the better approach in packaging design. The recent redesign of Dr. Oetker’s Ristorante pizza is a great example of this principle in action.

👉 The Brand Is Already Working

Ristorante is a clearly positioned brand with high awareness and broad distribution. In this case, evolving the packaging design makes far more sense than reinventing it from scratch.

👉 The Goal of Evolution Is Modernization and Clarity – Not Repositioning

And that is exactly what this redesign achieves. The outdated background behind the logo has been removed, the typography has been modernized, and the familiar arch shape has been cleverly replaced by the more emotional “Buon Appetito” sign-off.

👉 Strong Brand Recognition at the Point of Sale

The brand’s distinctive assets – the elements consumers intuitively associate with Ristorante – remain intact. At the same time, the bolder wordmark improves visibility and makes the brand easier to recognize on shelf.

👉 A Focused Packaging Design Relaunch

Not everything has been changed at once. The primary focus is the Ristorante logo, supported by an updated product shot.

That said, the new pizza image looks slightly dry and overbaked to me. Or perhaps just extra crispy? Taste is subjective, after all.

A Small Fun Fact

I can't help but wonder:

Is the newly added side salad and glass of lemon water intended to visually compensate for the Nutri-Score rating of “D” – replacing the former glass of red wine in the process?

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LinkedIn Post: 16.02.2026 by Katja Wagner