Brands don’t turn 106 years old every day, so when Rold Gold celebrated the impressive milestone, we created a bold new visual identity system to celebrate.
The Idea
Staying in the loop
As a world-famous brand first introduced in 1917, Rold Gold has experienced over a century of twists and turns. With our Rold Gold redesign, we set out to celebrate America’s iconic pretzel brand by taking its #JustAddGold positioning to heart.
The Design
Brand new look. Same Rold Gold.
The gold standard in pretzels got a new glimmer with our Rold Gold redesign. This modern and memorable visual identity gives pretzel lovers even more proof that Rold Gold is the perfect pairing for anything and everything.
We took the classic Rold Gold color into the future by updating the palette with more vibrant shades of yellow, gold, blue, and brown. From there, we refreshed the logo and created a flexible visual identity system with high-impact patterns and a new iconic ‘RG’ that translates across touchpoints. The result is a timeless look that connects our classic pretzel with those who love it most.
The Outcome
Once an icon always an icon
As Rold Gold moves into the future, the brand’s evolved identity will continue to resonate with everyone who knows the joy of a good pretzel.
