From a Few Concepts to a Full-on CPG Movie Moment
When there’s an LTO branding design project, our team is all over it. Limited-time, seasonal, and special-edition projects create room to push the creative, have a little fun, and make something people want to grab off the shelf.
So when the Hershey team invited us to develop initial packaging concepts for the Hershey movie, we were all in.
Bringing the Early 1900s to Today
The ask? Create packaging that felt like it belonged in the early 1900s—nostalgic, authentic, and inspired by the era—while still feeling relevant to the current Hershey brand. And because the movie itself wasn’t meant to be a literal historical interpretation, the challenge was finding that sweet spot between then and now.
We started with two iconic products: the original Hershey’s Bar and Hershey’s Kisses. The Kisses presented a particularly fun challenge as they didn’t exist during the time period of the movie. So we had to imagine what a Kisses package might have looked like if it had.
From Packaging Concepts to a Full Visual World
From there, the project quickly grew. What began as a handful of packaging concepts evolved into an entire movie-inspired packaging lineup and a visual identity system that could bring the campaign to life across multiple touchpoints.
One of our favorite pieces was a “ticket” graphic designed as a flexible, collectible-feeling asset that could show up anywhere the movie was being promoted. Additionally, we developed patterns, supporting logos, merchandise concepts, display and merchandising units, and more.
Taking the Movie Moment Beyond the Package
What started as a packaging assignment became a much bigger brand experience—one designed to extend beyond the package and create a cohesive world around the movie.
We’re excited to see the work come to life across retail, digital, Hershey’s Chocolate World, Times Square, and beyond. It became one of the largest projects our team has taken on with Hershey, and we couldn’t be prouder of where it landed.
