Pigeon's New Brand for Hershey’s Chipits Is More than an Act of Love

PIGEON is proud to share its latest work for HERSHEY’S Canada, unveiling a new brand platform and design for Hershey's Chipits that brings love to the baking chips category just in time for the holiday baking season. 

“Pigeon created the brand platform for a revitalisation of Hershey's Chipits Baking Chips brand, that will both attract new younger consumers while honouring its history and iconic status in the baking chip category,” says Helen Moses, account director at Pigeon. “Baking is an act of love. The brand's new visual identity system honours the joy and love that bakers pour into every recipe. As Canada’s most loved baking chip brand, the premium quality, flavour variety, and meltability are uniquely Hershey's Chipits. No other brand warms our hearts and memories the way Hershey's Chipits does.”

According to Sarah Pender, design director at Pigeon: ”This love is demonstrated through the re-energized Hershey's Chipits visual identity featuring a contemporized and joyful evolution of its current signature package design. The new look improves shop-ability, provides greater consistency across the portfolio, better showcases the brand’s personality and the quality of its products.” 

“Pigeon created an ownable and engaging visual identity system for the Hershey's Chipits portfolio,” says Rebecca Paddock, marketing manager at HERSHEY’S Canada. “The revitalization of the brand increases relevancy of Hershey's Chipits by highlighting the brand’s exceptional quality, injecting a joyful design personality and elevating appetite appeal. Pigeon partnered with us, every step of the way, to develop an engaging, fresh new design for Hershey's Chipits that not only connects with our loyal current consumer but also allows us to connect with new consumers in a relevant and engaging manner.” 

The much loved and fresh new packaging design for Hershey's Chipits are on shelf, ready to create new memories this Holiday season.