In the finished design, hands, feet and a single head come together to depict a group that is composed of diverse backgrounds and interests. One foot glides along on a roller skate, a hand plays a musical instrument, and multiple hands unite to form a love heart, or simply to embrace one another. Tucked inside the tangle of bodies is also an easel with paint splotches on it, and a camera that seems to be documenting the many activities taking place. The overall tone is one of confidence, and carefree expression. This is further emphasised by a subtle tagline that reads: ‘When you find your community your colors shine’.
Speaking on the process, Esther says: “Balancing diverse identities within the overall design framework was a nuanced task, with the final design aiming to reflect a supportive and creative community spirit. As the idea evolved, the creative interpretation evolved as well to ensure that we are truly being inclusive and speaking to everyone while still retaining the spirit of togetherness and expression.”
The design for the Pride 2024 pack was also created in partnership with global communications agency Weber Shandwick, who recently collaborated with Skittles to create a 353-square-foot micro-apartment in New York, celebrating the release of the company’s latest addition to their line-up of confectionary: Skittles Littles. “Collaborating with an agency that has the same passion for representation always feels thrilling and moving to me, especially when talking about marginalised communities,” says Milana.
With Pride Month upon us, the limited-edition pack is now available to consumers, and Skittles has promised to donate $1 for every pack sold (up to $100k), as well as match donations up to $25k. These contributions will go to GLAAD, a non-profit LGBTQIA+ advocacy organisation that has partnered with Skittles for Pride Month every year for the last five years.