Natalie is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles.
Skittles has embraced the nonsensical in a delightfully colourful brand revamp. The new look is bigger and brighter than ever, bringing the iconic taste of the rainbow into an exciting new era. Creating a refreshed foundation for immersive storytelling, the new look encapsulates Skittles' playful brand with flying colours. are an embodiment of the brand, and Skittles' new identity is no different, brimming with personality and vivid visuals.
the new brand identity is bursting with creative flavour. The packaging design has been transformed by new characterful typography, with subtle tweaks to the wordmark giving the logo a more dynamic feel. Across the design, the iconic sweeping rainbow has been infused with a new vibrancy, while the lentils have been transformed by a dynamic cascading composition, giving the packaging a nonchalant flowing movement.
"It was crucial for us to evolve Skittles’ master assets to make them more fluid and distinctive to consumers," Paul O’Brien, Design Director at Elmwood London, tells Creative Bloq."We didn’t want to lose the equity of Skittles that the brand has been building since 1974. The challenge we embarked on was to redesign the rainbow to flex and have fun but remain iconically Skittles across global markets," he adds.
"It provides an entertaining release from common sense, bringing a joyful and freeing feel whilst staying true to the core feel of Skittles," says Paul."Nonsensical 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," he adds.
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