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Article | September 30, 2003
Kissing an old design goodbye
With a focus on strategically managing the equity that has been established within its Kisses brand chocolates, Hershey’s partnered with LPK to reinvigorate the brand’s packaging.
Unchanged for 30 years the new packaging design integrates the universally recognized shape of Hershey’s Kisses chocolates. Designers were challenged to create a new design that reinforced existing design equities while also integrating the feeling of comfort that consumers associate with the brand. The new look features a dominant two-dimensional Hershey’s Kisses chocolate as the primary visual.
“Although the Hershey’s Kisses brand has been around for almost a century it is critical that we remain relevant to consumers today. After three decades of a consistent brand identity we have richly built upon our brand equities in a contemporary way that will ensure category leadership for years to come” says Don Gates director of Hershey’s Kisses Franchise. “The power of this new expression is an artful blend of both powerful brand strengths and creative design strategy. This new system will serve as a platform for growth with retailers and consumers alike.”
The new-look packs deliver the combination of heritage and vision for the future. They are now available in various sizes in global distribution channels.
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