Pringles UK has revealed a rebrand, introducing a new version of its Mr. P mascot for the first time in 20 years.
The new look has been created by design studio Jones Knowles Ritchie (JKR) and timed for the 30th anniversary of the crisp’s UK launch. It includes a new logo and updated packaging.
The original Mr. P was designed by Arch Drummond in New York 1967. Since then, the moustachioed character has become synonymous with the snack brand, and has even guest-starred on The Simpsons.
While Mr. P has had six makeovers since launching, this rebrand marks the first change in 20 years in the UK. Pringles brand design director Pete Matthews says that retaining this “iconic look and feel” was integral in the refresh.
“The intention with the new look is to simplify and modernise the design, giving the brand’s mascot a bold makeover and highlighting the stackability of the crisps across the range,” he adds.
One of the most noticeable changes to the logo is Mr. P’s hair loss. However, Pringles says that “at 54 years old, he is still looking as handsome as ever” and that the makeover is Mr. P’s “boldest look yet”.
The new logo now has an expressive pair of eyebrows and an oversized red bow tie. An updated wordmark has also been designed, which is contained within the bow tie lock-up.
JKR creative director Della Lawrence explains that putting Mr. P front-and-centre of the new identity was crucial. “Our job was to bring him to life,” she says.
“What makes Pringles distinctive? Mr. P. He’s much loved, he’s fun, he creates a crisp like no other,” Lawrence explains. “We gave him a haircut, had some fun and put him at the heart of this rebrand.”
The new flat design also seeks to give the mascot a “new lease of life on digital”, she adds.
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