When Pirates Booty was bought by Hersheys they were after a whole redesign. It was important to keep core assets the same like the logo in the blue ring to maintain brand recognition. The concept uses illustrative elements of a pirate world alongside a new character (designed independently) to invite kids to step into a playful pirate universe of adventure, imagination, and mischief. The off-pack world could be even bolder with collaging photographic elements with illustration to blur the real with the imaginative, as kids are so good at doing.