Skittles 2024 rebranding
Elmwood London collaborated with Mars Wrigley to revitalize the iconic Skittles brand, aiming for a consistent, upbeat, and globally adaptable presence across 180 countries. The refresh focused on amplifying Skittles inherent ‘nonsensical’ spirit, allowing for more dynamic storytelling and shareable content while retaining its nostalgic appeal for long-time fans and resonating with a new generation.
A key element of this refresh was the updated typography, which features a ‘fresh typographic spin’ and a distinctive slight kick on the K in the logo, enhancing its visual presence. Intro by Fontfabric plays the typographic part in this vibrant and playful rebrand, contributing to the overall energetic and fun aesthetic. The design ensures the beloved rainbow element remains flexible and iconic, extending seamlessly from physical packaging to engaging digital experiences. This project exemplifies how a strategic typographic choice can invigorate a global brand, blending heritage with a modern, absurdist sensibility.
