The Sweet New Look of Hostess®

By: The J.M. Smucker Co (jmsmucker.com)

Starting this month, your Hostess® snacks packaging will start to look a little different as we roll out the new, rebranded logo and packing! We’re excited to unveil this new look that celebrates some of the iconic details from the classic logo, but with a modernized twist. 

At first glance, you’ll notice that the iconic red heart is still a main component of the new logo, keeping the brand’s values at the center. The Hostess font has been updated to a more playful look and now has a brighter color palette. The new cloud-shaped border is a nod to the light and airy quality of every Hostess snack. The updated packaging features fun typography, delicious new product photos and detailed descriptions to better capture the unique flavors of Hostess.  

A fun new aspect of this rebrand is the subtle “easter eggs” hidden in the packaging. For example, the “o” in Donettes closely resembles a donut hole and the swirly style of the lettering in “Cupcakes” is inspired by the iconic squiggle across the top of the snack cake. These subtle, yet intentional details are part of what make the new design so exciting. 

“The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans,” said Christopher Balach, Vice President, Marketing, The J.M. Smucker Co. “When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work.” 

Designing and creating this new look was a collaborative effort that included not only the Hostess team, but also industry leading partners and multiple phases of consumer testing. The efforts of this dedicated team resulted in the new logo and packaging that consumers prefer 2:1. 

This rebrand is only the first step in an exciting year for Hostess. We look forward to continuing to grow and strengthen the brand with a refreshed strategy, new advertising campaigns and more.