Jolly Rancher Recruits Local Artists to Create Packaging, Outdoor Murals
This spring, The Hershey Co.’s Jolly Rancher tapped three local artists from New York, Los Angeles and Miami to design street art-inspired limited-edition packaging for its line of Jolly Rancher gummies. The brand also commissioned the same three to create similarly themed, large-scale murals in the three cities, which they reside in, as well as in Bentonville, Arkansas.
The limited-edition artist series packs include a mix of flavors, including green apple, blue raspberry, cherry, grape and watermelon, and are available in three distinct designs in 7-ounce and 13-ounce pouches at retailers nationwide through September.
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New York-inspired packaging by Danielle Mastrion -
Los Angeles-inspired packaging by Kid Wiseman -
Miami-inspired packaging by Joe Starkweather
For the murals, the artists were instructed to create their own design that brings to life the packaging and Jolly Rancher’s “Fruit Crew” characters, while also celebrating the local neighborhoods, according to a media release. The New York, Miami and L.A. murals were unveiled May 1. The one in Bentonville will be unveiled June 2.
Jolly Rancher worked with Beautify Earth, a creative agency that connects brands with local artists to transform public outdoor spaces through murals, packaging and digital storytelling, to select the street artists for the murals and packaging.
- Danielle Mastrion: A Brooklyn-born, New York-based painter and muralist. She often works with an aerosol base and painted the New York Jolly Rancher mural using the bold brand colors, pairing the Fruit Crew characters with her signature flower imagery.
- Joe Starkweather: Florida-based Joe Starkweather, who also goes by Joe Stark, has more than 20 years of experience in mural painting. His mural design for Jolly Rancher layers the brand’s Fruit Crew over a bright split background of the beach and Miami skyline, all in a 90's-themed color scheme.
- Evan Farrell: Evan Farrell, also known as Kid Wiseman, is an L.A.-based artist who started his career at an ad agency, and now is the face of his own brand, KidWiseman, which aims to inspire young creatives art projects like large-scale murals and apparel designs. Kid Wiseman's L.A. and Bentonville murals depict the Fruit Crew in a Jolly Rancher world, leveraging bold and colorful repeating shapes and patterns as well as his logo and emblematic brand mask.
"These larger-than-life murals are bold and out of this world — a perfect representation of the Jolly Rancher brand," Danielle Ford, brand manager, said in the release. "From packages to murals, seeing bold art inspired by Jolly Rancher gummies is exciting."
The New York, Miami and L.A. murals will be up throughout May, and the Bentonville one throughout June.