Almond Joy / Mounds
Hershey's learned through testing that there was a perception among their consumers that the Almond Joy and Mounds packaging was old, outdated and boring. The objective was to contemporize the brand and elevate its appetite appeal without alienating the current consumer.
DESIGN STRATEGY · PACKAGE DESIGN
Icebreakers Ice Cubes
Icebreakers was looking to establish a clean and simple shelf impression that more overtly delivered on flavor imagery and appetite appeal.
PACKAGE DESIGN DIRECTION · DESIGN STRATEGY · PACKAGE DESIGN
Reese's Orange Bowl
Reese's identified an opportunity to potentially become the next sponsor of the Orange Bowl. These concepts were used to pitch the proposal to the Orange Bowl committee.
IDENTITY DESIGN DIRECTION · DESIGN STRATEGY · IDENTITY DESIGN
Twizzlers
As the Twizzlers franchise has grown, the brand identity and packaging system had become fragmented. Additionally, the Twizzlers identity had not been updated in years and needed to be contemporized. This concept utilized a proprietary window to play up the tagline, "Makes Mouths Happy."
PACKAGE DESIGN DIRECTION · DESIGN STRATEGY · PACKAGE DESIGN
Lotte Xylitol Gum
Lotte Xylitol is a prominent sugar free gum brand in Korea that was looking to introduce itself in the US for the first time, partnering with Hershey's.
PACKAGE DESIGN DIRECTION · DESIGN STRATEGY