Jolly Rancher partnered with Little Big Brands to refresh its packaging, infusing it with vibrant colors, playful typography, and dynamic fruit illustrations to better reflect its bold, fruity personality.

The new design emphasizes the candy’s flavors through hyper-realistic glass fruit visuals. The major updates include an updated color palette, a refreshed wordmark, and streamlined product differentiation. Pika Stearns, design director at Little Big Brands, gave us the lowdown on the redesigned packs.