Refreshing an Icon: Jolly Rancher

PROBLEM: Jolly Rancher’s current identity and packaging didn't fully reflect the brand's vibrant spirit and it made portfolio innovation challenging.

SOLUTION: In response to consumer feedback, the brand embarked on a journey to redefine its visual language. Inspired by a surreal, larger-than-life idea that breaks the mold, the new packaging is a celebration of bold colors, playful typography, and dynamic fruit and candy illustrations. Jolly Rancher's new look captures the essence of its larger-than-life personality and unmistakable flavor experience. Key to the brand redesign are:

A vibrant color palette: The packaging now explodes with eye-catching colors that mirror the intensity and variety of Jolly Rancher’s flavors.

Playful typography: The Jolly Rancher wordmark and product descriptors have been updated with a fun, energetic font that reinforces the brand's playful spirit.

Dynamic illustrations: Bursting with vibrant energy, the fruit and candy illustrations reinforce Jolly Rancher's impossibly fruity personality and its commitment to bold, unforgettable taste experiences.

Clear product differentiation: The architecture has been streamlined to better differentiate product lines, making it easier for consumers to navigate the brand’s offerings, while allowing the flexibility required to introduce exciting new innovation offerings in the future.

In consumer testing, 63% of consumers preferred to purchase the new design.