In 2020, Pringles introduced its first major brand refresh in nearly two decades. At a time when consumers are bombarded with visual information, the company chose a surprisingly simple strategy: remove clutter.
The refresh streamlined the iconic Mr. P mascot with cleaner lines and simplified features. Packaging became more focused, relying on bold colors, strong product photography, and easy-to-read typography.
The marketing behind the redesign reflects an important shift in modern branding. Today’s packaging must perform equally well on store shelves, mobile screens, social media feeds, and digital marketplaces. Simplicity often creates stronger recognition and better usability across all those environments.
The refreshed design was widely praised for feeling contemporary while maintaining the recognizable elements that customers associate with the brand. By refining rather than rebranding its visual identity, Pringles preserved brand identity while improving relevance.
In 2020, Pringles introduced its first major brand refresh in nearly two decades. At a time when consumers are bombarded with visual information, the company chose a surprisingly simple strategy: remove clutter.
The refresh streamlined the iconic Mr. P mascot with cleaner lines and simplified features. Packaging became more focused, relying on bold colors, strong product photography, and easy-to-read typography.
The marketing behind the redesign reflects an important shift in modern branding. Today’s packaging must perform equally well on store shelves, mobile screens, social media feeds, and digital marketplaces. Simplicity often creates stronger recognition and better usability across all those environments.
The refreshed design was widely praised for feeling contemporary while maintaining the recognizable elements that customers associate with the brand. By refining rather than rebranding its visual identity, Pringles preserved brand identity while improving relevance.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
