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Reese's brand transformation (Launching 2025)

Reese's has undertaken a bold rebranding initiative to strengthen its position as the number one confectionery brand in the U.S. and increase its appeal globally. The logo has been redesigned to appear thicker and more chocolatey, emphasizing the richness of the product and aligning with the texture of the iconic peanut butter cup.

A custom typeface was also created with typographer Alec Tear to visually echo the qualities of the Reese's peanut butter cup, likely capturing its round, smooth, and creamy essence in the letterforms. In addition, new colors were introduced, including a peanut butter shade, meant to evoke the flavor sensation of the cup, reinforcing the core ingredients and taste experience.

Several new design elements were introduced as well, such as the Champion Crown, symbolizing the brand's leadership and dominance in the market, and the R Icon, a simplified or stylized version of the brand’s iconic "R." To further enhance the brand’s digital and social media presence, new social and digital stickers were created, designed for better engagement and communication. A fresh brand and product pattern inspired by the texture, shape, and taste of the peanut butter cup was also introduced, creating a cohesive visual identity that ties everything back to the product and not to mention an entire new suite of product photography.

A collaboration with renowned illustrator Be Fernandez played a key role in shaping the new visual style, giving the brand confidence while ensuring it remained playful and approachable—true to Reese’s fun and inviting nature. Through these thoughtful updates, Reese’s is reinforcing its iconic status while making its brand feel even more irresistible and connected to the consumer's sensory experience.

Creative Director - Janice Bonner & Brinley Clark

Designer - Jake Rimmer, Dom Parsons & Rosie Hillier
Typography - Alec Tear & Lewis McDonald
Illustration - Be Fernandez
Photography Sarah Ann Ward

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