The Hershey Company
Pelon Pelo Rico, one of the best known candy brands in Mexico,needed to refresh its image to satisfy the new needs of its consumers. The challenge was to transform its graphic style to connect with a new generation of consumers, without losing those already captive.
Legacy® developed the conceptual approach of a new character for the brand. A more dynamic, versatile, fun and modern "Pelon" character that reflects the personality of this popular brand. The several rendered actions and postures allowed us the freedom to play with "Pelon" in attractive ways across the brand's portfolio.
Pelon Pelo Rico's redesign remains in place as it capitalizes on its consumer's passion points, while reinforcing the brand awareness though its revitalized graphic personality.