The global brand refresh sought to strengthen Skittles’ core assets and create consistency across the brand system. This provided an opportunity to tap into the brand’s transformative potential, setting the stage for future innovation in the confectionery category.
Elmwood London met the challenge head-on, redesigning the rainbow motif to be more vibrant and colourful while maintaining Skittles’ iconic appeal. The brand’s signature lentils were given a dynamic layout with a sense of movement, captured by flowing visual effects.
New packaging features further enhance continuity, boasting characteristic typography and a series of quirks that unite Skittles’ global markets with an adaptable, playful design language. This refresh captures Skittles’ unique tone of voice through a new design aesthetic dubbed ‘Nonsensical’, dialing up the brand’s storytelling ability.
This ‘Nonsensical’ approach is joyful, freeing, and true to the core feel of Skittles, offering boundless opportunities for the brand to stay relevant by channeling trends and talking points in an effusive tone. The end result is a celebration of Skittles’ distinctive brand assets, reimagining the rainbow of this confectionery icon.
A round of applause for Elmwood London for their work on this sweeping brand revamp, skillfully celebrating Skittles’ quirky persona and setting the brand up for dynamic product development down the line. The agency’s creativity and innovation have truly brought a fresh, vibrant twist to a beloved brand, making this a noteworthy addition to our collection here at Lovely Package.
