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.