Skittles 50th Anniversary Rebrand

Purpose

This project aims to modernize the classic brand that is Skittles. As they were first released in 1974, I decided to do a rebranding campaign for their 50th anniversary of being a company.

Campaign

As said before, this campaign will focus heavily on the rainbow aspect of the brand. With that being said, there will be five new flavors released in honor of the five decades skittles have existed. The skittles will mirror the new design choices on the packaging and advertisements.

Color Meaning

In rebranding the original Skittles packaging, I decided to embrace the rainbow and make that the main theme in all the branding. The rainbow ties into the main slogan “taste the rainbow” while also enforcing the idea that Skittles are able to liven up any room. No longer is it “taste the rainbow” but “feel, see, touch, the rainbow,” an expansion and celebration of what Skittles has been doing for the last 50 years.

Color Scheme

Software used:

Adobe Photoshop

I moved away from the classic red bag in favor of a black, white, and rainbow combination for the main color way of the rebrand. I chose this in part to allude to a new chapter in the company’s look- a blank page ready to be filled. The black and white also offers more attention towards the rainbow, which is the main focus of this campaign.

Design Choices

In creating a more modern design, I decided to have fun with blending different concepts to make an aesthetically pleasing piece, as modern design is a blend of many styles from the past. I decided to create an iconographic background to add depth, and combined it with the outline of the “Skittles” word mark in a bold font. The campaign logo is simply the number 50 combined with.a Skittle to make the zero.