Focused on solidifying their place as the category leader, the iconic Hershey’s brand sought to increase at-shelf consideration for their core chocolate bar line-up.

A portfolio strategy was established to elevate the role of the beloved Hershey’s masterbrand in relationship to each of the flavor-driven sub-brand offerings. Respectful of the brand’s successful equity assets, we made evolutionary shifts to the brand identity and color palette to enhance shoppability. Meanwhile, a revolutionary introduction of product photography was incorporated to amplify appetite appeal.