Hershey’s Dark Chocolate

A bold reimagining of iconic Hershey’s through a new sub-brand that redefines indulgence, bringing a richer, darker twist to a beloved mainstream favourite — expanding the Hershey’s portfolio with a new take on everyday chocolate enjoyment. The design system balances indulgence with authenticity. It’s about quality without pretentiousness. We respected the elevated, moody, dramatic conventions of the dark chocolate category. However, we made it unique by interjecting vibrant tones. We deepened the brand’s signature hue to a richer, more sophisticated tone, layered with light and texture to convey cocoa depth. Premium cues such as metallic accents and minimal typography elevate the aesthetic, while appetizing imagery anchors the experience in sensory pleasure. Every element from the logo lockup to the flavour hierarchy, was crafted to cue quality, confidence, and irresistible richness. The result is an elegant, craveable design that shifts perceptions while remaining unmistakably Hershey’s. On shelf, the range commands attention through strong vertical blocking and visual contrast within a sea of dark, matte competitors. The luminous tones and rich photography create a premium billboard effect that instantly signals indulgence. Each SKU is clearly navigable, balancing variety differentiation with unified brand storytelling. Colour bands help with the navigation from SKU to SKU. We let the product do the talking, through striking bespoke product visuals.