Pretzel pioneers



Leading German lye-bread specialists Ditsch charged 20.20 with modernising their network of food-to-go outlets in support of an ambitious national growth strategy. With the majority of Ditsch outlets positioned in busy high streets and travel hubs, our challenge was to create a unique design language that would balance the brand’s heritage, expertise and star product – hot pretzels – with a modern convenience offer.


We made Ditsch’s freshly baked pretzels the star of the show in a German marketplace with few hot food-to-go options. Our concept expresses the warmth and passion of the brand with a vibrant colour palette, while revised communications, displays and a new oven amp up the theatre of baking and tempt in passing trade. By streamlining service and making customer decisions easy, we enabled colleagues to deliver fresh bakery products with pride, and affirmed Ditsch as the undisputed pioneer of pretzels across Germany.


+ Improved sales and customer satisfaction
+ New design supports business growth strategy