Vibrant rebranding of Starburst flooding me with strong feelings of nostalgia
Starburst, the iconic candy brand, has announced a redesign of its brand identity. The new design, created by brand design agency Straight Forward, aims to leverage customer recognition and play on nostalgia while also adapting to future generations.
The redesign does not aim to make Starburst indistinguishable from its identity. Instead, it's a stripped-back yet thoughtfully refined approach that embodies playfulness and personality. The new identity features a reinvigorated design with future-proof flexibility at its core.
The wordmark's typographical features have been refined, incorporating a square motif that is reminiscent of the Starburst candy's packaging. Chunky, block-style typography is used throughout the brand identity, giving it a bold and striking appearance. Vibrant colours and fruit imagery are also incorporated, maintaining the brand's connection to its fruity flavours.
The packaging stands out in its boldness, using the familiar square motif of Starburst candy. The new design is an example of extracting a brand's essence in the case of a heritage brand like Starburst. It reinforces the brand's identity rather than replacing it.
The new logo of Starburst was designed by Google Creative Lab. The redesign avoids over-engineering, maintaining the distinctive character that has made Starburst a beloved brand for generations. The new identity is "built to flex", ensuring it can adapt to the needs of future generations while still retaining its iconic appeal.
In conclusion, Starburst's new brand identity is a celebration of its past while looking forward to the future. It's a design that is both familiar and fresh, maintaining the brand's distinctive character while also adapting to the changing times.
