Amplify Snack Brands is an Austin-based family of brands that make better-for-you snacks. As their portfolio expanded to include products like Skinny Pop Popcorn & Oatmega, they wanted a new mark inspired by classic guitar and amp logos — a nod to their home in the Live Music Capitol of the World.
After this direction was chosen, I created countless versions of each letterform until we were satisfied with the final mark.
In 2015, shortly after rebranding, Amplify had it's initial public offering and rang the New York Stock Exchange Opening Bell. In 2017, they were acquired by Hershey for $1.6 billion.