Challenge:

Established in 1909 by the visionary Milton S. Hershey in the heart of Pennsylvania, The Hershey Company had evolved into a global confectionery powerhouse with over 80 beloved brands worldwide. With a team of over 13,000 dedicated individuals, the company aimed to fulfill The Hershey Company's promise of "Bringing Goodness to the World." My journey with the company presented a unique challenge – incorporating the essence of all these cherished brands into the headquarters in Hershey, Pennsylvania.

Solution:

Under the leadership of Ron Burrage, Sr. Director Global Head of Design at Hershey Global Design, and in collaboration with Cincinnati-based goDutch and the creative minds at New York's Alexander Design Associates, we embarked on a design and development journey. The focal point of this transformation was the redesigned logo, a harmonious blend of the globally recognized Hershey logotype and a modern interpretation of the beloved Kisses icon.

The "Milton" typeface, a custom creation by Alexander Design Associates, added a distinctive touch to our visual identity. Complemented by a disciplined visual identity system inspired by the vibrant colors of our iconic brands like Hershey's, Reese's, and Ice Breakers, we aimed to bring a consistent and cohesive look to all our visual materials.

Implementing a grid system to showcase different brand assets and create contrast, we also featured iconic artwork from the early days of the company, showcasing its rich history.

This comprehensive solution represents more than just a redesign – it's a celebration of The Hershey Company's unique voice, where every design element tells a story, and every brand brings a piece of happiness to the world.