Vibrant rebranding of Starburst leaves me with a strong sense of nostalgia
Starburst, the beloved candy brand, has revealed a fresh new look. The new brand identity, created by brand design agency Straight Forward, is a testament to the essence of Starburst, balancing simplicity with playfulness and personality.
The new design for Starburst avoids over-engineering, maintaining its unique heritage while subtly reinforcing its identity. The wordmark's typographical features have been refined, featuring a square motif that adds a modern twist to the classic Starburst logo.
The packaging design stands out with its boldness, incorporating the familiar square motif of the Starburst candy. Chunky, block-style typography is used, adding to the overall vibrant and eye-catching appearance. Vibrant colours and fruit imagery are incorporated, playing on nostalgia and customer recognition.
The new identity embodies a reinvigorated design, offering future-proof flexibility. It is "built to flex", adapting to future generations while staying true to the brand's roots. The design is a prime example of extracting a brand's essence and presenting it in a way that resonates with both current and future consumers.
Interestingly, the approach taken by Straight Forward for Starburst's rebranding might be a focus in 2025, as part of the growing trend of 'quiet rebrands'. This approach, which subtly updates a brand's identity without a complete overhaul, might be relevant for other brands in the future.
Starburst's new identity is a step forward in maintaining its position as a beloved candy brand, while also ensuring its relevance in an ever-changing market. The new design is a testament to the power of a well-executed rebrand, striking the perfect balance between nostalgia and innovation.
