After evaluating Hershey’s mind-modeling research and the variety-chocolate category, we looked for ways to better communicate the variety aspect on pack through design elements such as product photography, window scale ?and placement.

We developed a new Miniatures logo, one that could be adapted across multiple communication platforms and easily seen on wrappers through the package’s viewing window. For each candy wrapper, we opted for a pop-art design featuring a blown-up version of its traditional logo placed on a slight diagonal slant. While the design crops out part of each brand name, each bar is instantly recognizable. The effect is of a mixed bag of overlapping candies, and the larger type renders each label easier to read.

Additionally, we:

• created a playful new candy-coded color treatment for the word “miniatures” on bags in friendly, informal lowercase lettering

• enlarged the viewing window to better showcase the bag’s candy components

• incorporated the tagline “a little something for everyone”

• explored ways to communicate Miniatures’ social usage and family-time occasions, then created prototype designs for future applications, such as seasonal, international and a Miniatures Dark selection

Hershey’s Miniatures new packaging has been a critical component of the relaunch of the brand. The contemporary, eye-catching design is a communication tool that has helped reverse the brand’s six-year downward spiral. So far, it has even resulted in a 15.1% sales increase.

Ultimately, we created a package design that strengthens Miniatures’ equities while addressing consumers’ need for more product visibility: We amplified the variety message through the new package’s copy (the tagline “a little something for everyone”), architecture (a larger viewing window that also serves to reduce the amount of yellow in the design) and artful treatment of each individually wrapped miniature. And in doing so, we managed to retain the Hershey brand’s core equities while reinterpreting individual candies in a new, more-exciting execution.

The new packaging is also much more sustainable for the Hershey Company: We reduced the weight of each wrapper by 0.050 grams, which translates to more than 271,800 pounds of wrappers saved each year. That’s enough to fill 11 tractor trailers, save 1,957 trees and conserve enough electricity to power 56 homes for a full year!