The task of this project was to establish Reese's as the top choice among chocolate enthusiasts. Despite its widespread recognition, Reese's wasn’t always the first choice. To address this, we aimed to revitalize our strategic positioning, urging you to Choose Anything but Ordinary.

The visual language needed to be bold and iconic, mirroring the enduring Reese's brand. Our journey begins with Reese's timeless heritage product: the peanut butter cup. Its classic shape has remained unchanged, inspiring us to distill its essence and shape a straightforward yet iconic symbol to convey our narrative throughout the visual in an Anything but Ordinary branding world.

Lead Designer: Miriam Menendez Creative Directors: Neil Clarke & Jay Phillips