Snickers Unveils a Deliciously Nutty Custom Font: A Bold Brand Revamp by Studio Drama

Snickers, the iconic chocolate bar launched in 1930, has finally received a custom typeface after nearly a century of confectionery dominance. This delectable revamp, crafted by Studio Drama in collaboration with global branding agency JKR, brings a fresh yet familiar energy to the brand's visual identity.

(Image credit: Snickers/Studio Drama)

The New Snickers Sans Typeface

Inspired by the visual DNA of the Snickers wordmark, Snickers Sans is a refined take on the classic American Gothic font family. It captures the bold energy of the chocolate treat, with design cues drawn from the distinctive spine of the 'S', the rhythm of vertical strokes, and angled terminals. This typeface infuses the brand's playful character across the full alphabet of letterforms.

(Image credit: Snickers/Studio Drama)

Versatility in Design

The typeface offers flexibility with two main styles: Snickers Sans Display and Snickers Sans Text. The Display version comes in both Epic and Everyday styles, allowing for casual or bold, punchy applications in headlines, packaging, and campaigns. The Text version serves as an understated companion, available in Regular and Bold weights to ensure legibility and accessibility across brand copy.

(Image credit: Snickers/Studio Drama)

Revamping the Iconic Logotype

Beyond the typeface, the project also involved a subtle yet impactful revamp of Snickers' iconic logotype. Studio Drama refined spacing and structural relationships between letters, tightening subtle details for an elevated look. This clean update brings the brand into a confident new era while preserving its quintessential Snickers attitude.

(Image credit: Snickers/Studio Drama)

This redesign highlights how effective a simple yet striking design can be in creating an identity that spans generations, solidifying Snickers' position as one of the best logos in the confectionery sphere.