Glass Fruit Illustrations For Hyper-Realistic Shine and Texture
Jolly Rancher has partnered with Little Big Brands (LBB) to revitalize its packaging and visual identity. Jolly Rancher’s new look seeks to capture the essence of its “larger-than-life personality and unmistakable flavor experience.” In response to consumer feedback, the brand redefined its visual language. The packaging heroes fruit flavor through glass fruit illustrations and their hyper-realistic shine and texture which, combined with the real candy pieces, create greater shelf impact for the brand. Key elements include a vibrant color palette, playful typographic, dynamic illustrations and clear product differentiation.
“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.”
The new packaging began rolling out nationwide in summer 2024, and is now widely available. The Jolly Rancher brand is owned by Hershey.
