Chapter 1: The Evolution of Pringles Branding

As I strolled through the snack aisle this past weekend, I stumbled upon a strikingly different look for my beloved Pringles. At first glance, I questioned if it was indeed the authentic product or perhaps a knock-off. After closely examining the packaging, I was delighted to confirm it was the real deal. I took a moment to gather all the available flavors and snapped a photo for this article.

What's Changed?

In 2020, Pringles introduced a revamped design for their labels, featuring Julius Pringle (known as Mr. P). After two decades, it was time for a transformation. The modern trend favors flatter, simpler designs, and Mr. P underwent a significant overhaul over a two-year period. The most noticeable change? He’s now completely bald, but many say this fresh look suits him well. His sparkling eyes, expressive eyebrows, and iconic mustache remain, along with a bowtie that has his name elegantly displayed.

The modern Mr. P also exudes more emotion—whether happy, cheesy, or curiously joyful. Despite these changes, he assures fans that the essence of Pringles—their taste and texture—remains unchanged.

“We dedicated two years to research and design to create a contemporary look for the cans and Mr. P that reflects the bold flavors of every Pringles crisp,” said Gareth Maguire, Senior Director of Marketing for Pringles.

Section 1.1: Simplifying Packaging

Pringles' new packaging adopts a cleaner and more modern approach compared to the old design, which was often cluttered with competing elements. The updated look utilizes flat colors and a gradient-free style, allowing the product to shine.

Additionally, the new box labels emphasize the shape of the chips and incorporate brighter colors, devoid of excessive illustrations. As a consumer, I find the product approachable and stackable, which enhances the eating experience.

Section 1.2: Innovative Marketing Strategies

Pringles aims to immerse users in the concept of Flavor Stacking, encouraging them to combine different crisps. The brand has launched a new ad for the Super Bowl and introduced a Scorchin’ line of flavors, among other exciting initiatives this year.

Check out these two memorable Pringles advertisements—one new and one from the past.

A humorous take on famous brands that often overcomplicate their designs.

Reaction to the recent Pringles rebranding and how it compares to previous designs.

Chapter 2: Challenges and Comparisons

Is there an issue with the new look?

The minimalist approach can make Mr. P blend into lighter backgrounds. However, he stands out against more vibrant colors. An interesting enhancement is the addition of new eyebrows, which enhance his expressiveness—much like the changes made to the Spiderman character by Marvel artists.

Some may argue that Mr. P resembles an egghead without an outline, but he still maintains a unique identity.

The Pringles mascot can be likened to various characters, including Humpty Dumpty or even Dr. Robotnik from Sonic the Hedgehog. Interestingly, rather than completely reinventing Mr. P, the brand chose to maintain his familiar appearance, aging him by making him bald. This decision likely helps preserve the connection established with long-time consumers. The refresh feels more like an update than a complete departure.

Note: According to U.S. Food and Drug Administration regulations, Pringles cannot be classified as “chips,” hence their use of the term “crisps” for nearly five decades.

Step Forward

Julius Pringle’s brand refresh is commendable in many respects. The brand now boasts a flexible and playful look, adaptable to various vibrant shades. The updated packaging and design effectively promote the new flavor lineup and emphasize stackability, carving out a distinct niche within the snack food market.

Mr. P joins other recent brand refreshes, including LiHO, Julie’s Biscuits, and notably Burger King, which also underwent design changes at the end of 2020. As someone intrigued by design, I eagerly anticipate further brand developments in the coming year.

I hope this piece provided you with some amusement and insight into Pringles' branding evolution.

This article is meant to be a lighthearted exploration of the Pringles brand refresh. The opinions expressed are solely my own and are not intended to offend. I have no affiliation with Pringles.

Before You Leave...

Thank you for staying with me! If you have any questions or thoughts about my design insights—or if you're interested in discussing design further—feel free to reach out!

Connect with me on LinkedIn, Twitter, and YouTube (subscribe!).

Comment with your thoughts or feedback!

You can also schedule a design mentorship session through Calendly. To learn more about design, check out my brief 2–3 minute educational videos on AntWak.