SKITTLES® launched its colourful fruit-flavoured lentils into the world in 1974 and has since evolved into the confectionery brand we all know and love. The team partnered with us to dive into a fun-loving brand refresh that would allow Skittles to amplify its capacity for storytelling and product innovation across international markets. It was time for Skittles to reimagine the rainbow to celebrate its distinctive brand assets, crafting a vibrant new brand world experience and setting the brand up for future dynamic product development.

Skittles’ global brand refresh needed to strengthen its core assets and create more consistency across the brand system so people could see all the new news – we identified an opportunity to tap into the brand’s transformative potential, fuelling innovation in the years ahead within the confectionery category to form the contours of an experience-driven brand. We embarked on the challenge to redesign the rainbow to flex and have fun but remain iconically Skittles across global markets.

We reimagined Skittles ‘ signature twisted upside down rainbow as a more vibrant and colourful motif, and its already iconic lentils now have a dynamic signature layout with a sense of movement captured by flowing visual effects. Fresh new packaging features create greater continuity and boast characteristic typography with a series of ownable quirks to unite Skittles ‘ global markets on the basis of an adaptable, playful design language. In order to capture Skittles ‘ unique tone of voice, we crafted a new design aesthetic: ‘Nonsensical’, our way of dialling up the brand’s ability to tell a great story. Providing an entertaining release from common sense, Nonsensical is joyful and freeing whilst staying true to the core feel of Skittles . It unwraps boundless opportunities for the brand to stay relevant in contemporary culture by channelling trends and talking points in an effusive tone – magnifying SSkittles ‘ fun-loving persona to stand out with every generation of consumers. The amplified design system celebrates Skittles ‘ distinctive brand assets to reimagine the rainbow of the confectionery icon.