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Oreo
Project type
Branding, Illustration
Date
October 2023
Location
University of Nevada, Reno
Case Study: Rebranding Oreo for a New Generation
Project Overview
Oreo, a beloved snack brand with a rich history, presented a unique challenge: modernizing its iconic look while retaining its timeless appeal. For 16 years, Oreo’s branding had remained consistent, a testament to its strong brand recognition. However, in an ever-evolving market, there was an opportunity to refresh the visual identity to resonate with a younger audience.
Objective
Our goal was to revitalize the Oreo brand, making it more appealing to a contemporary demographic without losing the essence of what makes Oreo instantly recognizable.
Design Approach
1. Color Palette Transformation
Before: The classic blue hue had been a staple of Oreo's branding, serving as a recognizable
element for over a decade.
After: We introduced a warmer, more approachable blue tone. This subtle shift aimed to make the brand feel more inviting and modern, aligning with current design trends and appealing to a younger audience.
2. Logo Modernization
Before: The logo had remained static, maintaining its traditional look.
After: We reimagined the logo with a contemporary twist. The updated design features cleaner lines and a refined font, giving it a fresh, updated appearance while retaining the core elements of the original logo.
3. Illustrated Vintage Icon
Before: Oreo’s branding lacked any visual elements that connected with nostalgia or vintage aesthetics.
After: We introduced an illustrated vintage icon that evokes a sense of nostalgia while providing a modern edge. This new element was designed to resonate with both long-time fans and new customers, bridging the gap between tradition and modernity.
Results
The rebranding project successfully modernized Oreo’s visual identity, making it more engaging for a younger audience while respecting its established heritage. The updated color palette, refined logo, and nostalgic icon combined to create a fresh yet familiar look, ensuring that Oreo continues to stand out in the crowded snack market.
This case study highlights the delicate balance of evolution and tradition in brand design, demonstrating how a thoughtful refresh can invigorate a beloved brand for a new generation.
