The Hershey Company tasked us with creating packaging for Lancaster, Hershey’s first new brand launch in thirty years. The name Lancaster references Milton Hershey’s first venture, The Lancaster Caramel Company. The brand encompasses a range of soft crème caramels created through a slow-cooking process in a variety of flavors.
Lancaster originally launched in China in late 2013, the first time The Hershey Company initiated a new brand outside the United States. To appeal to this market, the packaging design emphasized the milk ingredient through its color palette and farm graphics. Indulgent ingredients are shown swirled into the crème base to communicate flavor. The farm graphics also reference the brand’s heritage in Lancaster, Pennsylvania.
The designs were created to be flexible for a global launch, and the packaging was also introduced in the United States in 2014. The Lancaster identity we created influenced a number of marketing materials for the brand, including display cases, TV spots and its online presence.