Jolly Rancher / Rebrand
CLIENT: Hershey's ROLE: Design Director AGENCY: Hornall Anderson CD: David Bates
Jolly Rancher wanted to win more Millenials, a highly unpredictable segment known for its unruliness and frequent brand swapping tendencies. To achieve this I needed to help redefine JR as a bold and irreverent brand that rewards its audience with intensely fruity fun experience. First, I reinvigorated the logo by adding an iconic grin that captures the snarky attitude of our rebellious youth. Then I led the team to redesign the JR’s portfolio by creating bold fruit expressions that are as delightful to the eye as they are to the mouth.