Reclaiming shelf space with a juicy brand refresh


We love a juicy brand refresh brief, so when we were asked to redesign Starburst — including its core packaging design — we jumped at the chance.

The Starburst range had slipped into the background on the shelf and was losing ground to newer, fresher competition.

Our task? To increase standout. We needed to create a clear, brand-led design solution that would set Starburst apart, and make room for future growth and extension.


One thing Starburst can shout about is the fact that their sweets contain real fruit juice. Our first step in their redesign was to get that back to the heart of the brand by capturing the logo in a splash of eye-catching yellow.

We created individual personalities for products in the range, distinguishing them without distracting from the Starburst hero.

The result is a simple architecture that centres the brand promise, dramatically increases shelf standout, and allows shoppers to quickly find their favourite Starburst.

On the back of the packaging design, we created Starburst stories that amplify the cheery tone of voice and connected with a wider ad campaign.

Our in-store and online brand activation maximised our shelf-blocking opportunities and boosted standout at the checkouts.

And once the product range was unified, we had a solid starting point for seasonal and limited edition offers like Starburst Halloween, and forays into new categories, like Starburst Gum

Before After

Before & After

Straight Forward Design Starburst Stories
Straight Forward Design Starburst Sticks
Starburst in cases
Straight Forward Design Starburst Halloween
Straight Forward Design Starburst Gum

“You guys have been awesome – hugely patient and very skilled in making the work look beautifully simple and flow so smoothly. We particularly appreciate all the provocations throughout; the project felt like a true partnership. It has been an absolute pleasure working with you all.”
Starburst Brand Director