J.M. Smucker Co., the parent brand of Hostess®, the beloved maker of soft, indulgent sweet snacks for all occasions, has announced a fresh logo and updated packaging as part of a brand refresh. Known for its iconic treats like Twinkies®, Cupcakes, and Ding Dongs®, Hostess has modernized its visual identity to better appeal to new consumers while deepening its connection with loyal fans.
The newly designed logo retains the heart symbol that has long been associated with the brand, emphasizing Hostess’ core values, while featuring a playful font style and a vibrant color palette, alongside a new cloud-shaped border that highlights the light and airy texture of Hostess snacks.
In addition to the logo, the updated packaging showcases stylized typography, improved product photography, and more appetizing descriptions that reflect the brand’s commitment to quality.
J.M. Smucker Co. VP of Marketing Christopher Balach said, “The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans. When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work.”
J.M. Smucker Co. Director of Marketing, Aundrea Graver, added, “At Hostess, we talk about how we are made not manufactured – that every snack we bake is unique – and that spirit was central to the refreshed presentation. One of my favorite aspects of the work are the subtle ‘easter eggs’ embedded in how we present the product brands. We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct and we did just that.”
The redesign process involved a collaborative effort with industry-leading partners and multiple consumer testing phases, which ultimately led to a new look that resonates with consumers. The new packaging and updated logo are preferred 2:1 over the previous design and brand perceptions surrounding taste and modernity have increased.
The visual update marks the first phase of Hostess’ brand refresh strategy, which will also include a new advertising campaign for this year.
Visit the Hostess website to view the updated packaging: https://www.hostesscakes.com/
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