Mars Wrigley is no stranger to pushing boundaries when it comes to food and it taps the help of brand design consultants Elmwood to create a new Skittles branding refresh. The main goal was meant to revitalize the visual profile without disrupting its core identity.
Three main focuses mark the marketing update starting with the typography. The typeface has been a brand staple for years and it was updated to be more concise and impactful. It has a 'harder shadow' according to Paul O/Brien, design director at Elmwood. The packaging is the second highlight as the classic rainbow motif is updated to be brighter and bolder. The 'Nonsensical;' design aesthetic rounds it out as the new tone of voice.
Refreshed Colorful Candy Brands
Elmwood Reinvents the New Skittles Branding Update
Trend Themes
1. Revamped Typography Design - An emphasis on concise and impactful typeface updates presents opportunities for enhanced brand communication.
2. Vibrant Packaging Redesign - Brighter and bolder packaging motifs reflect a potential for increased shelf visibility and consumer engagement.
3. Innovative Brand Voice - Exploration of 'Nonsensical' tone offers avenues for unique brand positioning and audience connection.
Industry Implications
1. Branding and Design - Opportunities for brand design agencies to innovate in creating visually impactful and refreshed branding strategies.
2. Food and Beverage - Potential for food companies to revitalize product aesthetics to appeal to evolving consumer preferences and stand out in competitive markets.
3. Marketing and Advertising - Room for creative agencies to explore unconventional brand narratives and communication styles for engaging marketing campaigns.