Letting Chocolate Lead
Brand Packaging Creation
Packaging • Brand Standards
As the category leader, Hershey’s set out to strengthen at-shelf consideration for its iconic core chocolate bar lineup while reinforcing the brand equities consumers have loved for generations.
Our evolutionary redesign strengthened the Hershey’s master brand while creating a clearer, more cohesive portfolio design system that improved hierarchy and navigation. The most significant and impactful shift was the delicious and distinctive incorporation of the product photography. This distinctive asset drove appetite appeal while also enhancing differentiation between flavors - from Milk Chocolate to Almond, Cookies 'n' Creme to Mr. Goodbar. In testing by Designalytics, the new design significantly outperformed the previous pack, with 72% of consumers preferring the updated version, proving that product pride made the brand even more irresistible at shelf.
Results
During the nine months following the redesign, sales increased by 9.1% compared to the same period during the prior year.*
*IRI, total U.S., multi-outlet, Q2-Q4 2020 vs. year ago.
