Herbie the Hunger Hero
Character Ideation for Hot Pockets.
Role: Senior Designer
Lead Designer: David Fung
Creative Direction: Fred Hart
Illustration: David Fung
Created at Interact Brands
Lead Designer: David Fung
Creative Direction: Fred Hart
Illustration: David Fung
Created at Interact Brands
Hot Pockets Needs a Character.
Interact helped bring Hot Pockets into the Twenty-First century with a rebranded packaging system, authentic personality, and rich visual world inspired by cartoons and gaming. The only thing missing? Character.
Introducing, Herbie.
Hot Pockets came to Interact to help develop a character that can breathe life and personality into the brand. We got to work ideating character profiles and personality traits. We crafted numerous backstories before eventually settling on the idea of a "Hunger Hero".
Meet Herbie. He's got your back: he'll juice up those dull hunger moments and save the day when you're in a jam. He's your low-key wingman that tells you when your fly’s unzipped. He's always there fighting against the injustice of Luke Warm moments in quirky, creative ways.
Personable, Flexible, and HOT.
In addition to the array of poses, expressions, and illustration work for Herbie, we developed a dedicated style guide that dives deep on how to deploy our hero across the brand.
