Hot Pockets is a part of cultural zeitgeist and we needed to represent that in the branding. Taking inspiration from sticker culture, we did a complete brand refresh and packaging redesign.
With our brand refresh, Hot Pockets' tone of voice also changed to something more energized and playful. We played with language to appeal to both the head of household and the end user.
After the redesign, Nestlé used elements like the custom typefaces and updated color system across marketing campaigns on social media and commercials.