With several years of flat sales, the packaging of Hershey’s third largest brand, Miniatures, needed a refresh that would connect with a younger audience. Since the Miniatures brand uses many different logos, Sterling worked to preserve the impact of these familiar, iconic brands.


Zooming and cropping into the logos of each candy bar was enough to reintroduce these longtime favorites to consumers in a bold, refreshing way. The new packaging was a critical part of the relaunch of the brand, resulting in a 15.1% sales increase and awards from the American Graphic Design Awards and the American Package Design Awards.