Reimagining the Rainbow
Brand Strategy, Visual Identity, Adaptive Design
As the “Icon of Unpredictability,” leading candy brand Skittles believes that everyone should expect the unexpected. Yet, Skittles unexpectedly found itself with a branding challenge: confusion at shelf. Its colorful assets, the rainbow and “lentils” were being depicted inconsistently around the world. To create an in-store experience consistent with its advertising and digital presence, Wrigley came to us for a global package overhaul.
The task at hand? To harmonize design across markets. The goal? Bring forward one universal pack design from their unique and unpredictable world. No matter where a Skittles lover is in the world, they’re able to “TASTE THE RAINBOW®” at the same universally delicious intersection of real and imaginary.
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