Mr. P gets a haircut in “simplified” Pringles rebrand

The moustachioed mascot for Pringles UK has been given his first makeover in 20 years in a redesign from Jones Knowles Ritchie.

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.

Pringles new logo
Pringles’ previous logo (left) and the updated version (right)

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.

Pringles new logo

“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”.

Pringles rebrand
The updated packaging

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.

Pringles new logos

“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.


What do you think of the rebrand? Let us know in the comments below.

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  • Ron Cregan September 23, 2021 at 8:07 am

    Good work as always by JKR. The ‘simplification’ of Mr.P and the incorporation of his DickyBow into the word mark will help to create Brand Icons that can be used in markets where ‘Character’ advertising/logos are Banned on HSSF products. Check out the regulations in some South American countries. So, a bit of Future Proofing by JKR. Brands = Endangered Species

  • Scott September 26, 2021 at 1:21 pm

    He looks a lot like “Natty Boh” now. Maybe it’s his cousin. https://nationalbohemian.com/

  • Andy September 27, 2021 at 9:09 am

    I guess this is the sign of the times – ‘ simplification’.

    However – I now see the black moustache as a very weird-shaped mouth!! Pringles have suddenly become scary 😀

  • james Smith October 13, 2021 at 3:58 pm

    Over time, most businesses change. Over time, entrepreneurs can expand into quite a variety of products or services by starting with one. Rebranding your business would be beneficial if your logo doesn’t accurately reflect your company’s current offerings then you should create a new logo by a professional or you can also get your log by an online Logo Maker App

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