The Call
For a company beloved by so many, Hostess Brands had been through its share of hardships. The new leadership team was eager to turn the page and celebrate their new vision for the storied brands while reassuring internal and external audiences that 10 straight quarters of growth were not a fluke.
CBX was tasked with distinguishing the Hostess company name from its namesake products and creating a runway for future growth in the snacking category. Additionally, we needed to capture the spirit of a brand that brings joy to the lives of so many while conveying its corporate character—nimble yet stable, warm yet confident, and strong for today and tomorrow.
What we did
Design Strategy
Corporate Visual Identity
Photography Asset Library
Collateral & Templates
The Work
CBX started by connecting with company leadership, audited and decoded the semiotics of our corporate peers to understand the competitive landscape, and took a hard look at the Hostess corporate strategy and existing brand assets. We then translated and “recoded” our strategic vocabulary for Hostess Brands through visual imagery, symbology, and design choices.
We reimagined the Hostess Brands mark to explore the duality capturing not only joy and pride but also stability and nimbleness, using its signature iconic heart shape to communicate the corporate brand essence.
