Jolly Rancher’s New Look Bursts with FlavorJolly Rancher’s New Look Bursts with Flavor

To better reflect the iconic brand's vibrant spirit, Hershey’s has revitalized the packaging design for Jolly Rancher fruit-flavored snacks. And the new graphics are a hit. In consumer testing by Designalytics, 63% of consumers said they preferred to purchase the new design.

Now widely available, the new packaging began rolling out nationwide in summer 2024 for the entire Jolly Rancher product portfolio of Hard Candies, Gummies, and Sour Gummies.

Inspired by surreal, larger-than-life taste sensations, the new packaging for Jolly Rancher is a celebration of bold colors, playful typography, and dynamic fruit and candy illustrations. Hershey’s partnered with independent and award-winning strategic brand design firm Little Big Brands (LBB) on the project.

Stunning visuals combine colorful fruit illustrations with real candy pieces, adding hyper-realistic shine and texture.

Key elements of the rebrand include:

• A vibrant color palette: The packaging now explodes with eye-catching colors that mirror the intensity and variety of Jolly Rancher’s flavors, such as Awesome Reds, Fruity Bash, Tropical, Very Berry, and Lemonade.

• Playful typography: The Jolly Rancher wordmark and product descriptors have been updated with a fun, energetic font that reinforces the brand's playful spirit.

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• Dynamic illustrations: Fruit and candy illustrations reinforce Jolly Rancher's fruity personality and its commitment to bold, unforgettable taste experiences.

• Clear product differentiation: According to Little Big Brands, the architecture has been streamlined to better differentiate product lines. This makes it easier for consumers to shop the brand’s offerings. It also allows flexibility to accommodate future brand extensions.

“It's not every day you get to refresh a brand as iconic as Jolly Rancher, one practically synonymous with the hard candy itself,” said Richard Palmer, executive creative director, Little Big Brands. “We tackled this challenge by first creating a unified brand identity, bursting with personality. To stand out in the crowded candy aisle, we flipped the script with a unique ‘underside down’ visual architecture that puts the spotlight on the candy and its mouthwatering flavors.”

Additional lines rolling out in the new packaging are Ropes, Chews, Zero Sugar Hard Candy, Bites, and Chewy Poppers.

Click through the slideshow to see the new designs.