M&M's Rebrand 2022

M&M's is Mars Wrigley's candy-coated chocolate brand. Mars rooted the refresh in the insight that people want to belong as much as they want to be loved, and the brand needed to carry that across pack, retail and campaigns worldwide while staying witty and true to the product. Jones Knowles Ritchie's 2022 identity starts from the ampersand, a sign of togetherness since the brand's beginnings, and uses fun to help everyone feel they belong.