HIT, one of Bahlsen’s most iconic cookie brands, has been given a vibrant new identity to connect with a younger, dynamic audience.

The project included packaging and logo re-design, a refreshed brand world, and bold portfolio extensions. New design strikes a balance between fun, indulgence, and energy, making HIT the perfect companion for every party and every moment of joy. For the first time in its history, HIT has also stretched into a new category: ice cream, while staying true to its core brand DNA and heritage.

A strong and consistent visual system ensures that HIT now stands out both in the confectionery aisle and in the freezer section. Today, HIT is not only a refreshed cookie icon but a cross-category lifestyle brand. Its new look and feel bring more energy, boldness, and vibrancy to one of Bahlsen’s most valuable assets.

Successfully launched across Europe and the USA, the new HIT identity is ready to keep delighting generations to come.