FDBusiness.com

Hula Hoops has revealed its new packaging design, its first rebrand in over a decade. The fresh look was developed by award-winning branding consultancy Coley Porter Bell. The agency was tasked with helping Hula Hoops to reclaim lead status as the family snack of choice, through enhancing the inherent fun of the product story, and leveraging appetite appeal.

In order to convey the brand’s playful nature in the packaging design, Coley Porter Bell removed any non-essential effects, and incorporated new dynamic hoops which rotate speedily around the logo, highlighting the brand USP and the thing consumers love about the product.

Craig Barnes, Design Director at Coley Porter Bell, comments: “It was a fantastic opportunity to help a well-known and much-loved brand become once again the hero of its category. We thoroughly enjoyed the task to revive the iconic status of Hula Hoops, whilst bringing it up to date for the modern consumer. Coley Porter Bell has launched three new products under the Hula Hoops brand name since 2012, and the role of this new design is to sit masterfully at the top of the brand architecture, with a single minded design thought that is powerfully executed.”

Vijay Bhardwaj, Head of Marketing & Formats, KP Snacks adds: “Consumers love the playful nature of the product. Because of this we chose a deliberately evolutionary design with strong branding that enhances the product story simply but powerfully.”