New Logo, Packaging, and Identity for Starburst by Straight Forward Design

Starburst is a brand of fruit taffy candies known for their distinctive square form and folded paper wrappers. Created by Mars, they were originally launched in 1959 in the United Kingdom under the name Opal Fruits. They were brought to the Unites States in 1967 with the name M&M’s Fruit Chewies in an effort to borrow some equity from M&M’s candy-coated chocolates. This worked a bit too well and sales slumped, presumably because the M&M’s brand had been going strong for over two decades and had established a strong association with chocolate in the minds of multiple generations of candy consumers. This inadvertently created the unappetizing visual of fruity, chewy chocolates. The name was updated the next year to Starburst. While the astral origins of the n