Mars Snacking
How can we create an onboarding experience for new Mars Associates that not only embodies the company’s culture but also delivers essential information in a way that feels personal and engaging?
I was tasked with designing the identity for the World of Snacking onboarding programme, creating a cohesive and welcoming experience for all new Mars Associates. The goal was to make the journey feel inspiring and reflective of Mars' unique culture. I designed the programme's visual identity, the welcome box, and its contents to provide an immersive, thoughtful introduction. From branded materials that highlight the company’s values to practical resources that cater to individual needs, every detail was crafted to enhance the onboarding experience.
The World of Snacking brand and welcome box have since been launched globally and are now in the hands of thousands of new Mars Associates, making a lasting impression as they embark on their journey with Mars.
Role
Brand Designer
Industry
FMCG - Confectionary
Project
Mars Snacking Onboarding
Year
2024 - 2025
Brand identity
The challenge was clear: create a distinct identity for Mars Snacking onboarding while staying true to the core brand’s established visual language. The colour, typography, and imagery had to remain consistent, but the onboarding experience needed its own personality—something that felt like a unique chapter in a Mars Associate’s journey.
I started by developing the World of Snacking name and designing a logotype in the Mars Snacking style to serve as the onboarding logo. To further differentiate the identity, I introduced a dynamic 3D gradient path, stylised in “M” and “S” shapes as a subtle nod to Mars Snacking. These flowing paths represent the journey each new Associate is embarking on—a vibrant, exciting career filled with new opportunities and experiences.
The result is a cohesive sub-brand that balances a deep respect for the existing Mars Snacking identity while evolving it just enough to feel distinct. It signals a fresh start for new joiners, marking the beginning of their adventure with Mars in a way that feels both familiar and exciting.
As the first brand touchpoint for new Mars Associates, the World of Snacking welcome box needed to do more than introduce them to the company—it had to embody the Mars Snacking identity, values, mission, purpose, and rich history. But, of course, no Mars onboarding experience would be complete without what everyone is most excited about: the products. I ensured the box included an assortment of freebies—chocolate, gum, and snacks from across the Mars Snacking portfolio—giving new Associates a literal taste of the brand they were joining.
I began by designing mockups for all the assets before moving into physical prototyping. To test the concept, we sent 20 prototype boxes to real new joiners across the USA, Europe, and Asia, gathering their feedback to refine the final design. In the photos, you can see some of my colleagues at the post office, sending out the prototypes, while others speak directly with new joiners to gather insights and refine the experience. Now, the World of Snacking welcome box is being shipped to thousands of new Mars Associates worldwide, making their first interaction with the brand both exciting and memorable.
The Welcome Box
A cohesive, structured journey
filled with new experiences.
The Mars Snacking onboarding initiative is more than just an introduction—it’s a carefully structured journey designed to inspire, educate, and immerse new Associates in the world of Mars. The team and I developed a comprehensive onboarding strategy, complete with a detailed journey map and timeline that underpins the entire program. Every touchpoint was designed to create a meaningful and engaging experience.
From immersive taste tests led by Mars food scientists—where new Associates sample products from around the world, including ones yet to hit the shelves—to interactive sustainability content, onboarding events, coaching experiences, buddy systems, and even behind-the-scenes tours of Mars Snacking’s chocolate factories, every element was designed to bring Mars culture to life.
This project was a complete transformation of the onboarding experience, built to excite and inspire new joiners while giving them a deep understanding of Mars Snacking’s mission, values, and future. More than just an introduction, it sets the stage for how each Associate can make a real impact as they grow within the company.