The multinational manufacturer is giving the iconic confectionary brand a revitalised identity by collaborating with brand expression agency Taxi Studio.
The packaging redesign is being put in place to reinforce Celebrations as a treat choice for the whole year round – not just for Christmas.
Taxi Studio believes the label struggled to retain relevancy in a market that has become increasingly crowded.
Overshadowed by constituent brands, the design team saw the need to bring Celebrations into its own unique identity to drive more equity into the brand.