Hershey challenged NiCE to bring Take 5, once deemed by Forbes "the most undervalued brand in the world", to a new generation. Hard to find, but easy to love, this hidden treasure needed an expressive personality and fresh identity to support its crave-worthy combination of flavors and textures.

 

All images © The Hershey Company

With bold contrast, the black & green color palette, pulsing stripe pattern and unapologetic style of the 5 ingredients create a powerful visual energy that cuts through category norms and allows the brand's hero symbol, the iconic 5, to jump off pack and make a statement all its own.

 

All images © The Hershey Company