Vivid rebrand of Starburst evoking strong feelings of nostalgia in me
Starburst, the beloved fruit-flavoured candy, has revealed a fresh new brand identity, designed to reinforce its iconic essence while embracing a modern and flexible approach. The design process, led by brand design agency Straight Forward, focuses on maintaining Starburst's identity while adding a touch of playfulness and personality.
The new identity showcases chunky, block-style typography, coupled with vibrant colours and fruit imagery that pay homage to the brand's heritage. The wordmark's typographical features have been refined with the addition of a square motif, a nod to the familiar Starburst packaging.
The packaging, featuring this bold design and the iconic square motif, is designed to resonate with both existing and new customers. The identity aims to leverage customer recognition and play on nostalgia, while also demonstrating the importance of maintaining a brand's identity.
The design avoids over-engineering, maintaining a stripped-back yet thoughtful design that is built to flex, adapting to future generations. This strategic redesign is a significant example of a design that respects the brand's heritage while embracing a forward-thinking approach.
Interestingly, it was initially reported that Straight Forward was the agency responsible for the new identity. However, recent reports suggest that the design agency behind the new Starburst brand identity is Bailey & Co. Despite this change, the focus on extracting the brand's essence and reinforcing its identity remains the same.
The new Starburst brand identity is more than just a visual refresh. It embodies the spirit of the brand, capturing the playfulness and personality that has made Starburst a favourite for generations. Whether it's the vibrant colours, the fruit imagery, or the familiar square motif, the new identity is sure to leave a lasting impression.
In a world where brands often opt for drastic changes, Starburst's approach is a breath of fresh air. The new identity is a testament to the power of extracting a brand's essence and reinforcing its identity, rather than replacing it. It's a design that respects the brand's heritage while looking towards the future, ensuring that Starburst remains a beloved brand for generations to come.
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