Skinny Pop Rebrand

Client: Hershey
Studio: Pearlfisher
My role: Design lead

Hershey approached our team with a challenge to shift Skinny Pop to feel less diet and more appetizing, as they worked on changing the formula of the flavours to pack more of a punch. While the old design focused on calorie counts, the new packaging aims to POP on shelf.

We worked on different degrees of change, utlimately going with a simplified layout with a light and playful snackable visual language. We paid homage to the old brand by retaining a few elements – a warm white on pack, in combination with the brand blue and red ‘O’.

Through every part of the process, we wanted the brand to feel ‘light and bright’. Ingredient photography signals light, while the bold typography and colour palette cues bright.

We partnered with Sarah Anne Ward for ingredient photography (lots of popcorn was consumed throughout this process!). We also worked with Daalton Mag to create ‘Pillo’, a variable typeface that moves from ‘Skinny’ to ‘Popped’ that will be used in future brandworld touchpoints.