MR.DAY CELEBRATES 40 YEARS WITH A NEW NEXT-GEN–ORIENTED BRAND REFRESH
January 26, 2026 – On the occasion of its 40th anniversary, Mr.Day unveils a new brand refresh that marks an evolution of its visual identity and brand language, with the aim of strengthening dialogue with Next-Gen audiences, particularly Gen Alpha and Gen Z. Four years after its previous rebranding, the historic Italian snack brand renews its image while maintaining a strong connection to its heritage.
The project introduces a more contemporary language and a new payoff, “Let’s Play,” designed to reinterpret the snack break as a moment of fun and entertainment. This positioning reinforces Mr.Day’s role as a go-to brand for leisure moments, with a specific focus on the new cultural codes of younger generations, including those linked to the world of gaming.
The refresh also involves the evolution of the brand character. The brand’s historic iconography has been reworked through new visual elements, including the “Mr.Day eye,” which becomes a distinctive feature of both the logo and the packaging. The new graphic system gives greater prominence to the brand and translates into packaging with a visual language inspired by gaming culture, using expressions and slang typical of younger generations. At the same time, the project maintains an inclusive approach by introducing interpretive cues that make the message accessible to an adult audience as well.
The launch of the new identity is supported by a national TV campaign airing from January 25 on Mediaset channels, accompanying the reveal of the refreshed graphics and increasing visibility, representing one of the project’s key communication touchpoints.
“Mr.Day’s graphic refresh,” comments Elena Personi Musola, Head of Marketing and Communication at Vicenzi Group, “stems from constant listening to new generations. With the introduction of slang—transformed into an experience that brings together tradition and innovation, older and younger generations—it allows the brand to stand alongside Next-Gen audiences with empathy and subtle irony, once again defining its personality and distinctive market positioning. Uniqueness of the offering, dynamism in the on-shelf proposition (a small spoiler: a delicious new product is coming soon—one that simply couldn’t be missing from the brand’s range!), and a language tailored to the consumer target: these are the keys to Mr.Day’s success. In a challenging market, the brand is performing positively, recording year-on-year growth in both volume and value.”
Forty years after its launch, Mr.Day continues its path of evolution, confirming itself as a historic Italian brand capable of updating its language and expressive codes to remain relevant over time, while staying true to its identity.