Rold Gold Redesign 2022 | 2022

Designer: PepsiCo Design & Innovation, PepsiCo, New York, New York, USA
Manufacturer: PepsiCo, New York, New York, USA

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 the team faced was how to stay true to the expectations of the loyal Rold Gold consumers while still implementing an updated look and feel. They 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, the design team began by implementing key learnings we uncovered about the classic Rold Gold consumer in order to reclaim the pretzel category. They 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, they 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 the pack, the design team 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.