Rolo

That creamy caramel center wrapped in rich chocolate. Gold foil packaging made for sharing (or not). The classic candy we all know and love—rollin’ into a refresh.

SERVICES

Brand Identity
Packaging
Brand Guidelines
Sales Support

Revisiting an Icon

It’s not often that we get the opportunity to redesign an iconic brand and product that has been around since 1937. Rolo has been licensed and produced in the U.S. by Hershey since 1969 and has seen only a few design iterations over the years. The latest design had been in circulation—with few changes—since the early 2000’s and as such, felt dated and misaligned with current trends. We were lucky enough to lead the charge in breathing new life into the brand, while simultaneously maintaining enough of the visual equity that Rolo has built over many years as a consumer favorite.

Refining the Familiar

The first challenge was in creating a new logo that felt familiar, while increasing shelf impact and visual clarity. We poured over every curve and counter, and added details that mimic the “pull” of the creamy caramel center that makes Rolo candy so irresistible. Removing extraneous gradients, highlighting effects and busy backgrounds allowed us to create a clean and crisp logo that feels at home across many applications, from primary packaging and point of sale displays to digital and social platforms.

Becoming a Shelf-Standout

The next task was to extend this streamlined approach to the packaging. Rolo packaging takes on a dizzying array of form factors—from the classic long cylindrical roll with a paper label, pouches and party bags, individually and dual-wrapped pieces, to a newly developed King Size double roll. We worked tirelessly to create and perfect a system that could extend to each of these, while maintaining a consistent look that stayed true to the effortless indulgence of the brand. We introduced a bold new element with the “caramel core” circle that allowed us to arrange enhanced hero photography and the newly minted logo in a variety of compositions to fit each package type. The result is a packaging system that is simple, bold and eye-catching at shelf.

A System for Success

To round out the project, Works developed an entirely new Rolo brand toolkit to help guide the Hershey team as they continue to market this iconic candy. Laying out detailed guidance for color, typography, packaging composition, point of sale displays, banner ads and social media posts will ensure that this brand will continue to delight for many more years to come. Roll on, Rolo!