Hippeas amplifies shelf presence with energetic brand refresh

The plant-based snack brand takes hippie era energy to reinvent the better-for-you snacking sector. Partnering with creative agency LOVE, the rebrand aims to increase on-shelf standout and engage a younger audience by introducing a refreshed wordmark, updated product imagery, brighter colours and a new mascot.

The wordmark builds on the foundation of the bold Hippeas typeface and ‘lip-licking smile,’ combining them for the first time. The typeface was thickened and curved to further the joyful energy of Hippeas.

The Sunshine Yellow colour, iconic to the brand, was maintained on the new pack, but used more strategically. With yellow as the anchor, secondary colours are now used more prominently across different SKUs to allow for easier differentiation and navigation of Hippeas’ products.

Product imagery highlights the taste appeal and flavour profile of each product. The on-pack photography has been moved front and centre to show the crisp, light and textured chickpea puffs.

A brand-new illustrated mascot was introduced to the packaging to bring new energy and personality to the brand. Depicted in a variety of scenarios, the mascot is used as a communication tool for product benefits, flavours and to boost overall storytelling. Newly introduced picket signs and stick-style signs, whether held by the mascot or standing alone, provide Hippeas with a device for key messaging.