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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.

Before
Before

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.

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