Canadian Packaging

Pigeon designs HERSHEY’S biggest launch of the year in time for summer: A lineup of candy bars inspired by top ice cream flavours

By Pigeon   


Photo credit: Anomaly Toronto

HERSHEY’S trusted Pigeon with the design of its freshest new launch. A range of candy bars inspired by top ice cream flavours with sensorial combinations of smooth and crunchy with a slight cooling sensation.

The design of the range and the unique bar design were created by Pigeon in collaboration with our client partners at Hershey. Leveraging our recently redesigned HERSHEY’S International Masterbrand visual identity system, we were challenged to marry Hershey’s heritage as a beloved chocolate brand with an innovative take on ice cream flavours. The new launch seeks to appeal to a Millennial audience looking for a shareable and satisfying happiness break.


Photo credit: Anomaly Toronto

Strategically, Pigeon identified that ice cream was having a significant moment in both food and experience culture with things like cotton candy topped cones and The Museum of Ice Cream taking over Instagram feeds. But instead of jumping on the novelty of the trend, Pigeon focused on the brand insight that “experiences and connection matters most”. We reached back to nostalgic ice cream motifs such as multi-coloured parlour awnings and generously topped waffle cones to instantly convey the innovative candy within and evoke happy memories of shared scoops from days gone by.

Starting with the bar design, the Pigeon team created a HERSHEY’S ice cream cone that resulted in a new mold with a fun new configuration for the bar in 5 equal sections to break off and share (or keep all to yourself!). The hero HERSHEY’S cone is featured on the packaging with a hint of the ’toppings’ contained within, like Birthday Cake ‘sprinkles’. The consumer experience is therefore complete. From the inviting packaging to the bar design that’s fun and unexpected to the mouth-watering flavours and textures.

Starting here in Canada, the lineup of Birthday Cake, Strawberries ‘n’ Crème and Cookies ‘n’ Mint is launching in 15 countries around the world this spring and can be found in-market now both online and in stores.

Photo credit: Pigeon


PIGEON builds brand value with every engagement. For over 40 years, it has helped many of North America’s leading consumer brands navigate a changing world, delivering inspired results via thoughtful strategy and brilliant creative. PIGEON builds brands through design, integrated marketing and relentless execution. Pigeon’s partners are among the top brands in Canada and around the world such as Grupo Bimbo, Corby Spirit and Wine Limited, KraftHeinz, Ikea, Danone, Metro, Lassonde and Irving to name a few. The firm is privately held with offices in Toronto, Montreal and Mexico City.


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