Skittles has announced a global brand refresh, working with design consultancy Elmwood.
The Mars-owned fruit-flavoured sweet brand is unveiling all its product ranges in the EU following a similar launch in China, and ahead of a wider rollout to the UK and US next year.
Elmwood said Skittles’ new-look packaging features fresh, more ‘characteristic’ typography with a series of ‘quirks’ – such as an up flick on the letter K.
The brand’s signature twisted upside down rainbow, meanwhile, is reimagined as a more vibrant and colourful motif.
Its iconic lentils now have a dynamic signature layout, with a sense of movement captured by flowing visual effects.
Greg Taylor, ‘chief provocation officer’, Elmwood, said: “In the first part of our work with Skittles, we focused on evolving its master assets to make them more fluid – we let the rainbow shine and the lentils fly. The aim is to make the Skittles brand more distinctive to consumers, so that they can spot innovation and identify their favourite ranges more easily on-shelf.”
The packaging upgrade also focused on creating more consistency across its brand system.
Source:
https://www.packagingnews.co.uk/design/new-packs/elmwood-works-to-revamp-skittles-pack-design
