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It’s no secret that there are more players than ever in the pretzel category. To stand out in the crowded category, it was time for Rold Gold® to undergo a redesign that would stay true to its classic pretzel lovers, while modernizing the brand to gain new would-be Rold Gold snackers.

The Design Team’s objective in the redesign was to celebrate Rold Gold as the iconic pretzel brand that it is, while leaning into the idea of modernizing “gold” for today’s consumers. The biggest design challenge we faced was how to stay true to the expectations of our loyal Rold Gold consumers while still implementing an updated look and feel. We had to tap into the mindset of the classic pretzel eater, who is very different from the brand’s flavor-forward consumers.

To do this, we began by implementing key learnings we uncovered about the classic Rold Gold consumer in order to reclaim the pretzel category. We leveraged a previously untapped product truth: even pretzel lovers never eat pretzels alone, but instead pair them in combination with other foods. Uncovering this secret pretzel insight, we discovered that pretzels could leave the pretzel aisle because they are the perfect pairing for anything and everything. The new attitude of Rold Gold is that it inspires joy for consumers to “Just Add Gold®”.

The new Rold Gold Visual Identity System (VIS) is iconic and yet modern, communicating the timelessness of setting the gold standard for pretzels. The VIS utilizes all the brand colors of Rold Gold—yellow, gold, blue, and brown—in more vibrant versions to create a sense of playfulness while maintaining brand recognition. and incorporates the shapes of classic twists and sticks throughout. On pack, we placed the simple but bold logo at the top, set against the bright gold background for contrast and maximum visual impact.

The new look encapsulates everything Rold Gold stands for as a brand, firmly grounded in its roots but eagerly anticipating the future of growth. As Rold Gold focuses on strategically growing with the next generation of pretzel fans, the brand’s evolved identity now more deeply resonates with both current and future consumers. Rold Gold will remain a central part of pretzel lovers' lives and will be the pretzel brand they return to for years to come.

Having harnessed the newly unlocked secret to the world of pretzel snacking, Rold Gold has reimagined innovation in the pretzel category and has a refreshed visual identity to match. Additionally, Rold Gold has successfully re-energized its retail strategy with newly disruptive marketing and unexpected brand partnerships. Already proving itself in the market since the launch in Q2 (2022), Rold Gold is up +5.2% in scan sales vs a year ago (Source: IRI Unify 2022 Dollar Scan Sales data).