HotPockets

HotPockets

Putting the "hot" back in nestlé hotpockets.

Hot Pockets is on a first name basis with America. While its social media and marketing efforts really spoke to and engaged its core audience, 13-year-old gamers, we needed to realign the brand with its core demographic without alienating the head of household. 

Brand Strategy

Design Strategy

Visual Identity

Packaging Design

Campaign Concept Development

Campaign Assets

Side-by-side Hot Pockets logo comparison: oval 'brand sandwiches' wordmark left; chunky cartoon-style logo right.
Three Hot Pockets boxes on red: Ham & Cheddar Croissant, Pepperoni Pizza Garlic Buttery Crust, Pepperoni Pizza Crispy Crust.
Vertical lineup of three Hot Pockets boxes: Pepperoni Pizza, Bacon Egg & Cheese Croissant, Big & Bold Buffalo Style Chicken.
Pepperoni Pizza Garlic Buttery Crust Hot Pockets box on red with 'Hot and gooey' sticker art and a cartoon hand.
Back of a Hot Pockets box on red with nutrition facts and 'Load it / Heat it / Enjoy it' sticker-style instructions.
Three Hot Pockets phone mockups showing Instagram Stories with cartoon 'Load it,' 'Heat it,' and 'Enjoy it' panels.
Outdoor billboard against cloudy sky reading 'Looking like a snack' with a bite-corner Hot Pockets logo.
Wheatpaste poster wall at a skatepark with four red Hot Pockets posters including dripping cheese and 'Crispy gooey easy'.
Hot Pockets merch on red: red phone case reading 'It's gonna be 🔥' and a red bucket hat with a 'Ding!' comic-burst patch.
Three Hot Pockets enamel pins on a denim shirt pocket: bubble-letter 'Crispy,' 'Gooey,' and the Hot Pockets logo bar.
Red Hot Pockets food truck in a dark venue covered in cartoon graphics, mascot art, and 'Crispy / Gooey' lettering.
Pepperoni Pizza Garlic Buttery Crust Hot Pockets box: older Nestlé version at left, redesigned bigger-logo version right.