Hershey's Chocolate Rebrand
Moodboard: One of Hershey's defining characteristics is its rich history, especially in Pennsylvania. By pulling colors and inspiration from Hershey's early advertisements, it acknowledges and compliments this history in the modern redesign.
Logo Design: The rebranded logo symbolizes a lot about the Hershey company. Most importantly, this redesign introduces an icon that Hershey is able to use throughout their different platforms, creating consistency and brand unity.
Branding: The rebrand consists of a new color palette and typography. These new features put a modern twist on Hershey's historic branding. The color palette is inspired from their own products (chocolate). The typography mimics the current typeface, but adds a history nod to a body of text with the uneven strokes.
Voice: Hershey's brand voice was already upbeat and trendy; therefore, keeping it similar was possible. The vocabulary consists of words that not only appeal to the inner child, but also trigger hunger through descriptive verbiage.
Package: The new package appeals to the rebrand's new color palette and typography while mimicking the original packaging. This shows a brand refresh, but not a complete identity change.
Web: The updated webpage matched the aesthetic of the rebrand with the color palette and circular features. It also consists of the same repeating logo pattern which appears on number branding (logo, app). The web copy matches the brand's tone to match social media platforms, commercials, etc.
App: The app matches the color palette and typography to create consistency. The patterned background makes an appearance again further creating consistency. The simple interfaces make the application easy to navigate while the circular features create simple, clean organization.
Ambient Marketing: This marketing technique would allow for consumers to learn and experience Hershey's history in modern day. It will allow consumers to interact with the company in a unique way.
Social Campaign: This marketing campaign will also allow for consumers to interact not only with Hershey, but with each other - creating a sense of community. The photos match the color palette of the rebrand while the captions of the posts match the brand's voice.
Social Campaign: This marketing campaign will target our international market. Hershey is sold abroad, but not recognized. This campaign will show all of the locations Hershey is sold and hopefully increase brand/ product awareness. This matches the aesthetic of the rebrand.
