Pirate’s Booty 2026 rebrand

Published November 9, 2026

Contributed by Jamie Otelsberg (OH no Type Co.)

Pearlfisher redesigned Pirate’s Booty, the cheddar puff snack owned by Hershey, in 2026. It’s the brand’s biggest overhaul since it launched in 1987. A ultra-chunky wordmark replaces the older serif logo, and mascots Captain Bob and his parrot Crunch have been redrawn to work as characters on social media and in-person activations. The new packaging rolled out in June 2026.

The wordmark is custom, but Pearlfisher’s art director Matt Sia chose two typefaces from OH no Type Co. to play supporting roles on the pack. The “now with more cheese” starburst and other nutrition badges on the pack are set in Obviously, and “Puffs” and the “Aged White Cheddar” flavor ribbon are set in Retail, which also appears across the brand’s Instagram.

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