SKITTLES®

Reimagining the rainbow

SKITTLES® launched its colourful fruit-flavoured lentils into the world in 1974 and has since evolved into the confectionery brand we all know and love. The team partnered with us to dive into a fun-loving brand refresh that would allow SKITTLES® to amplify its capacity for storytelling and product innovation across international markets. It was time for SKITTLES® to reimagine the rainbow to celebrate its distinctive brand assets, crafting a vibrant new brand world experience and setting the brand up for future dynamic product development.

New York 05:02 AM
London 10:02 AM
Singapore 05:02 PM
Shanghai 05:02 PM

CLEARLYNONSENSICAL

The Tension

SKITTLES®' global brand refresh needed to strengthen its core assets and create more consistency across the brand system so people could see all the new news - we identified an opportunity to tap into the brand's transformative potential, fuelling innovation in the years ahead within the confectionery category to form the contours of an experience-driven brand. We embarked on the challenge to redesign the rainbow to flex and have fun but remain iconically SKITTLES® across global markets.

The Power

We reimagined SKITTLES®' signature twisted upside down rainbow as a more vibrant and colourful motif, and its already iconic lentils now have a dynamic signature layout with a sense of movement captured by flowing visual effects. Fresh new packaging features create greater continuity and boast characteristic typography with a series of ownable quirks to unite SKITTLES®' global markets on the basis of an adaptable, playful design language. In order to capture SKITTLES®' unique tone of voice, we crafted a new design aesthetic: 'Nonsensical', our way of dialling up the brand's ability to tell a great story. Providing an entertaining release from common sense, Nonsensical is joyful and freeing whilst staying true to the core feel of SKITTLES®. It unwraps boundless opportunities for the brand to stay relevant in contemporary culture by channelling trends and talking points in an effusive tone - magnifying SKITTLES®' fun-loving persona to stand out with every generation of consumers. The amplified design system celebrates SKITTLES®' distinctive brand assets to reimagine the rainbow of the confectionery icon.

“The recrafted SKITTLES® Brand World really celebrates the brands' distinctive assets. With this amplified design system, we've reimagined storytelling and ways to experience the rainbow.”Joe Gasparetti, Senior Manager Brand Identity, Mars Wrigley