ORRVILLE, OH — Hostess, a The J.M. Smucker Co. brand, has a new modernized look and feel after some updates to its branding.
“The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans,” said Christopher Balach, VP, marketing at The J.M. Smucker Co. “When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work.”
“We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct and we did just that.” — Aundrea Graver | director, marketing | The J.M. Smucker Co.
The brand revamp includes an updated logo with a more playful font and brighter color palette as well as a new cloud-shaped border in homage to Hostess’ portfolio characteristics.
Hostess’ new packaging also depicts new stylized typography as well as updated product images and descriptions.
“At Hostess we talk about how we are made not manufactured — that every snack we bake is unique — and that spirit was central to the refreshed presentation,” said Aundrea Graver, director, marketing at The J.M. Smucker Co. “One of my favorite aspects of the work are the subtle ‘easter eggs’ embedded in how we present the product brands. We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct and we did just that.”
This image reboot is the initial step in refreshing the legacy baking brand, with a new advertising campaign positioned for 2025.
