The most noteworthy aspect of the new design is a cloud-like outline that suggests the “light and airy quality” of Hostess treats. The rounded line of the cloud shapes also mimics the actual shape of cupcakes and Twinkies as well as the looping line of frosting applied to some of the treats.
A more playful font has been used for the wordmark, with some letters taking on the shape of the looping frosting line. The brand’s color palette is also brighter, which creates a richer backdrop against which to display the food products.
