Hostess, the J. M. Smucker-owned bakery best known for snack cakes like Twinkies, HoHos, and Donettes, has unveiled a brand refresh. The change comes a year after J. M. Smucker, which owns Jif and Uncrustables, acquired Hostess, adding to its snack portfolio, which pairs well with its coffee brands like Folgers and Bustelo.
The Hostess brand refresh, with packaging support by Design Bridge and photography by Sarah Anne Ward, is rounder and more evocative of its little cakes. Overall, the new look is soft, pleasant, and sweet, just like a Snowball.
The new Hostess logo retains the red heart with updated typography that smooths out some of the sharper edges and drops the shadow. Additionally, the heart and wordmark are unchained from the red oval in the previous iteration, making the Hostess brand name look more prominent on the packaging.
