Provide a refresh for the main line of Hershey’s chocolate bars, some of which have just returned to full “King Size” bar status after years of being only available as miniatures.

Look through archival resources as well as current range of packaging designs to redevelop the Hershey’s brand, starting with the flagship milk chocolate bar and creating a consistent, recognizable ecosystem from there.

Select a fresh take on the Hershey’s iconic “maroon” primary color from past eras to warm consumers with that rich chocolate color. Simplify the designs and color palettes for each individual product to use a consistent palette.

Design an in-store display that features the newly re-released “XL” size of Krackel, Mr. Goodbar, and other favorites.