This was a clean-slate project with no real contraints. Hershey has been in the bunny bottle for a long time, but it's an expensive package and is getting a little dated. I went for an updated graphic look with a full shrink sleeve label and inverted the bottle with a squeeze dispensing cap. Definitely going for a more consumer satisfaction and a more updated feel over the nostalgic approach with these concepts.

The variations in shape went from conservative to trendy and asymmetrical. No real challenges from a manufacturability standpoint with any of the designs, except possibly some line stability issues with the latter. It drives the cost of the package away from the bottle tooling into cap and a shrink sleeve, but the color and curb appeal will be significantly higher.

As part of a major proposal that involved a new plant to supply Skippy, some innovative, yet conservative designs had to be presented. These are a couple of the artboards that were taken in for presentation. In the end, several design improvements were made to the packages for performance and shelf-life, but alas, none of these survived.

Click for Full Images