Hershey Super Sweet Adventure Visual Branding
Last year we got the chance to work on a delicious project all about bringing an iconic brand to life in an interactive experience. Hershey Super Sweet Adventure is a family-friendly interactive journey, now open in downtown Chicago, and packed with hands-on activities and play. We were honored to work with the team at Original X Productions to bring the world of Hershey to life. The main challenge of the project was to be true to the history and existing look and feel of these beloved brands, while at the same time bringing an ownable look to the new experience. We did this by using an iconic, textured style that flows through the entire exhibit.
Primary Key Art & Branding
Our role in the project ranged from designing the experience logo and key art, all the way to the illustrations, textures, and logos that appear throughout the physical space, the building facade, and in web and marketing materials.
When visitors step inside the experience, they become a "Sweet Seeker in Training" and explore the workshop, earning badges as they encounter each zone immersing participants in a few of Hershey's most iconic treats.
The logo system for the project includes the primary stacked version of the logo (with and without texture and working on light and dark backgrounds, as well as one-color applications). The horizontal version of the logo below supplements the system for wide applications.
INITIAL Logo Exploration
Brand Color Palette
The color palette for the project draws inspiration from all of the individual Hershey brand in the experience, with a highlight, midtone, and shadow available for each color family. This allowed us to add texture, depth, and light source to all of the project illustrations.
IconONOGRAPHY, Brushes & Patterns
The illustrated iconography we created includes the variety of Hershey’s candy that appears in the experience as well as factory elements that help tell the story of what Sweet Seekers might encounter along their journey. On a technical note, this was the first project where our Mezzo editable grain textures went through a large scale, real world stress test, getting applied to practically every asset that was created in the physical space, as well as marketing materials.
For elements like the Twizzlers and factory pipes, we created custom brushes to allow for an unlimited number of unique twists and curves to be formed. Custom patterns were used to create textured brick patterns that could be used for interior spaces, while more minimal brick patterns are used for marketing backgrounds.
Combination Station (Reese’s)
The Combination Station is the home of Reese's Peanut Butter Cups, where Sweet Seekers are challenged with wacky new ways to combine peanut butter and chocolate. The "Cup Stuffer Supreme" and the "Combo Cannons" are two of the activities where participants can test their skills.
The Share Shop (Hershey’s Kisses)
The Share Shop provides and artistic activity where Sweet Seekers can put their personal touch on their very own Hershey's Kisses. Participants design their own foil wrappers and watch them come to life on a digital factory conveyor belt.
Twistology Hub (Twizzlers)
The Twistology Hub is a special place, where the art and science of twistiness are honed to perfection. Twistologists work diligently to ensure that every TWIZZLERS twist reaches its most perfect potential twistiness. Participants navigate the wacky Pull ’n’ Peel Maze and then step into The Extruder for a dizzying, spin-filled adventure.
Flavor Intensification Station (Jolly Rancher)
Lastly, Sweet Seekers enter the Flavor Intensification Station to give Jolly Ranchers their maximum flavor. Give the Intense-O-Meter a spin to amplify the intensity with light, color, and sound. Then, challenge your sense of smell at the Flavor Sensors!