reese's holiday

The aim of the Reese's holiday refresh was to envision what holidays look like in the world Reese's, while increasing appetite appeal and maintaining brand recognition. While I did assist the team in pack design, my specific focus, and most enjoyable task was enhancing appetite appeal. Believing that 'less is more' I wanted to strip the packs of its dated holiday illustrations and use the ingredients themselves to further the holiday story. Using photoshop I would craft illustrations by strategically arranging broken chocolate and positioning peanut butter to depict holiday elements. This would allow us to enlarge the candy on pack, triggering taste cues and hold true to the playful brand character of Reese's.

Illustration/Design: Afalalu Muhammadu, David San Miguel
Design: Afalalu Muhammadu, David San Miguel, Jenessa Davis
Creative Direction: Anna Kohne
Agency: NICE Ltd.