M&M’s
Brand Development
Creative Direction • Character Development • Rollout
I led creative direction to bring M&M’s “Colorful Chocolate Fun” to life on shelf with bold, playful packaging and charismatic character moments that amplified the brand’s joy and mirrored its fun advertising.
Objectives
Create a flexible, on‑brand packaging system that reinforces M&M’s essence of “Colorful Chocolate Fun” across seasons and new SKUs increasing shelf standout and share-ability.
Role & Challenges
Directed a multidisciplinary team of designers, illustrators, and production partners to craft art direction, character usage, and seasonal treatments. We tested and pinpointed the assets that resonated with consumers, balancing character personality and sensory storytelling while keeping production and regulatory realities in mind.
Outcome
Created packaging synced with the ads, boosting M&M’s shelf presence and solidifying market leadership earning agency of record status and new briefs that thrilled the brand and our team.
Flavor Variants
These icons translate “Colorful Chocolate Fun” into bite‑sized visual personalities for each flavor. Each uses bold, on‑brand color contrast so flavors read instantly on shelf and in digital, adding whimsy and character across the portfolio. They make flavor discovery fun, memorable, and unmistakably M&M’s.
FUN EXPLORE
The brand’s characters and product interactions spark playful design moments that twist familiar cues into fresh ideas. This opens doors to bold visuals, surprising storytelling, and big, stretchable creative concepts that keep the work joyful and endlessly reimagined.
PRETZEL INNOVATION
Playful exploration at its best! The new Pretzel M&M’s stretch the brand into a crunchy, salty-sweet flavor that freshens up the core line — and gives us another excuse to get creative and silly. We’re also introducing a spirited spokesperson for the pretzel family to crank up the fun and bring the product to life.
SEASONAL DELIGHT
Bringing the fun into every season — dropping the characters into playful, unexpected moments that spark laughs and warm memories. Seasonal SKUs let us push creative boundaries while staying true to the core brand cues, so each limited‑time pack feels fresh, familiar, and delightfully shareable.
