Brand System, Website Design
Hello Happy.
Hello Hershey.
A digital experience that reminds us of the joy chocolate can bring into our lives.
For parents and young adults Hershey's was always an admired household name. However, that same brand loyalty was not being shared and passed down to younger generations. Changes in culture including views about healthy lifestyle and non GMO's had become the new focus. In short, The Hershey Company needed to mature in the same way their target audience had without forgetting their sense of wonder and joy.
By elevating Hershey's photography, showcasing new natural ingredients, focusing on user needs, and designing experiences that remind us about the joy of Hershey's – we created digital destinations that were not only fun, but intuitive, informative and backed by user data with contemporary approaches to digital optimization.
Every user interaction was infused with the characteristics of Hershey chocolate. Bars would snap, navigations would melt and buttons would come to life through shape, color and animation. This helped bridge the digital world of Hershey to the real world. With every button click reminding us of the joy that Hershey chocolate can bring.
Joy in every interaction
Hershey photography was re-imagined to be more artisan while highlighting natural flavors and textures. The chocolate was portrayed as both stoic and playful, helping to demonstrate Hershey’s maturity yet familiar approachability.
Natural ingredients
Brand System, Website Design
The Hershey Company
A system designed to remind us all about the daily good that chocolate can bring.
Hershey's corporate website was redesigned to create more emphasis on the daily good and CSR efforts of The Hershey Company. With analytic insights and a modular component library, the top news and subjects of the day are brought to the forefront for Hershey investors, press and media.
My role & contribution
As the Product Design Director, I helped lead the creation of the digital design system for Hershey’s products and The Hershey Company. Experience principles, design attributes and a foundational approach to type, color, photography, iconography and UI were defined and then applied to a variety of digital components. I then collaborated with content strategy, user experience and product designers to help guide the design of each experience, template and webpage.
Content Strategy
Jennifer Nash
User Experience
Kathrin Hoffman
Project Management
Audrey Kirkland
Product Design
Robert Terlizzi