As Morinaga sought to introduce Hi-Chew to the American market, they faced the challenge of positioning the candy amidst iconic brands like Starbursts and Mamba. Recognizing the imperative of a distinctive, American-inspired rebrand, our focus was to craft a robust brand identity that not only resonated with its target audience but also highlighted Hi-Chew's delectably fresh fruity flavor.

The chosen design palette was a vivid interplay of rich imagery and saturated hues, with the Hi-Chew logo holding paramount significance, ensuring instant brand recognition. My role encompassed an expansive spectrum: from Photoshop mastery to conceptualizing designs, from anchoring the visual brand elements to creating comprehensive packaging – both for distribution and retail. Additionally, I fashioned an array of digital marketing assets optimized for social media platforms. The resultant rebrand is not just visually compelling, but it tells the story of a candy that's ready to captivate America's taste buds.