Brand Architecture & Re-Design
Challenge: Since it’s introduction in 1912, the widely revered brand had lost a bit of it’s iconic charm.
Work: The redesign took a look back and focused on the original assets while maintaining a modern sensibility. The effort included special attention to the typography, a focus on the quintessential shape of the candy and the kaleidoscope of color associated with the flavors.
Results: A design system that has stood out on grocery and convenient store shelves for more than ten years while establishing an architecture which has allowed room for innovation of new flavors and forms.