Eat. Think. Smile.
Hershey’s wanted to move into the 'Health and Wellness' space creating a new line of products utilizing the antioxidant properties of Cocoa. Cocoa can deliver more antioxidant power than a cup of green tea. This was Hershey’s first time creating a brand that spanned across many different product categories (i.e. drinks, snacks, cereals). They wanted to compete with brands like Kashi. They had believed heavily in Cocoa being the next big health craze and wanted us to create a new brand for them and help take it to market.
A chalkboard school look was adopted to show consumers that Eat.Think.Smile. had done all of the thinking for them. There was complete transparency about which ingredients were in each pack, with photographs and lists creating easy to digest information graphics. An appetizing color system made it easy for consumers to instantly find what they were looking for at a glance on busy store shelves. Playful photography and a hand drawn aesthetic, creating the experience of healthy and tasty, made this range of products stand out from it’s ‘earthy and natural’ competitors.
'One serving of ‘CocoaOne™' gives more natural antioxidant power than a cup of Green Tea. This had to come across instantly on all communications.’
Fahrenheit 212, NYC
additional design help
by Tana Mitchell
Press and Awards
Hersheys fastest ever product launch. From conception to store shelves in 14 months.