CBX kept Hostess’ familiar red and blue brand colors, but deepened and strengthened both. A small heart has been added to represent the delight of enjoying a sweet treat. The heart is bisected to give it the look of a turning page.
Curves were also introduced to the typography to represent agility and a sense of fun. The H even has a little smile.
The company’s icon set mimics the looping white frosting stripe found across the top of one of Hostess’ most familiar treats, the classic chocolate cupcake. Curvature and squiggles will also be introduced throughout the entire branding system.