BrandBourg reworked the Hostess brand’s positioning and the overall identity of its iconic brands, like Twinkies and Cupcakes, to make them more fun, festive and appealing. The main objectives were to:
“This is a great example of how a brand can evolve to be more in tune with today’s consumer expectations while remaining faithful to its DNA. We also developed a platform that can easily be expanded to embrace seasonal offerings while continuing to perform well on shelf.”
"Based on research results, we believe this brand redesign will create excitement for the snack cakes category. The evolution from a very passive to an energetic and personality-driven design platform will have great stopping power in the busy retail environment. Many thanks to BrandBourg for their creative excellence and their deep understanding of the category. "– Riona Coller, Marketing Director, Bimbo Canada
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