Hershey gives kisses new packaging

Hershey Foods is unveiling a new brand identity and packaging for its Kisses® brand of chocolates, in clear laminated bags that express the universally recognized, conical shape of the chocolates kisses themselves.

Hershey Foods is unveiling a new brand identity and packaging for its Kisses® brand of chocolates, in clear laminated bags that express the universally recognized, conical shape of the chocolates kisses themselves. Reinforcing the design equities of the familiar brand, designer/brand strategist Libby Perszyk Kathman (LPK) reinvigorates the brand with a large, bold "kiss," illustrated in the center of the main label panel, with a larger, bright blue message banner swirled around it. The results reflect the relaxing pleasure of enjoying the bite-size chocolates. Bagstock, a 75-ga PP, laminated to 1.5 mils PE, is made by both Printpack and Curwood in different configurations to accommodate several product quantities. Kisses' Milk Chocolate with Almonds bagstock is produced by Printpack, while Curwood furnishes bag material for Milk Chocolate and Rich Dark Chocolate. Both laminates are flexo-printed in eight colors and are made into bags in-line. In addition, the Rich Dark Kisses, once a limited-edition product, are now an everyday product offering, displayed in solid purple foil wrappers.