THESE POPULAR FOOD LOGOS HAVE HIDDEN MEANINGS—AND YOU PROBABLY MISSED THEM

We eat with our eyes first, which is why food packaging is almost as important as what’s inside. Everything about the design matters, even down to the color. But if you’re more focused on tearing open a bag of chips than studying the details on the label, you may miss secret messages hiding in plain sight.

After going down a bit of an internet rabbit hole, I realized a surprising number of food brands are doing the same thing: embedding tiny visual details into their logos. Whether they’re meant to embody the eating experience or nod to the brand’s origin story, you can’t unsee them once you notice them. Here are some of the most popular food brands that have featured hidden messages.

Tostitos

Since 2004, the Tostitos logo has featured an ingenious hidden image. The two lowercase “t”s in the logo aren’t just letters, they’re people. And the dot on the “i”? That’s a bowl of salsa. Together, they’re sharing a chip.

Twix

Then there’s Twix, which is doing something a little less visual but just as intentional. The name itself is a mashup of “twin” and “sticks,” referencing the fact that every pack comes with two bars. The dot above the “I” uses those two bars to form a pause symbol, suggesting that Twix is there for when you need a break in your day.

Baskin-Robbins

Baskin-Robbins takes a more obvious design approach. The “BR” in the logo contains the number 31, highlighting the brand’s original promise of 31 flavors, one for every day of the month. It’s one of those details that feels incredibly obvious once you notice it, but somehow still flies under the radar.

Hershey’s Kisses

Look closely between the “K” and the “I” in the logo, and you’ll spot a tiny chocolate Kiss tucked into the negative space. It’s exactly the kind of small detail that makes you feel like you’ve unlocked something.

Wendy’s

Wendy’s claims that this Easter egg is entirely unintentional, but the chain’s logo has featured a secret message since its 2013 redesign. In the ruffles of Wendy’s collar, the word “MOM” is faintly spelled out.

Toblerone

Inside the mountain on Toblerone’s packaging, there’s a hidden bear—a nod to the brand’s birthplace of Bern, Switzerland, also known as the City of Bears. It’s not just a cool visual trick; it’s a direct reference to the brand’s roots.

Pepsi

Pepsi’s logo from 2009 to 2023 features an abstract symbol. The red, white, and blue sphere was designed to resemble a smile, subtly tying the product to feelings of happiness and refreshment. While that logo was retired a few years ago, the brand’s parent company, PepsiCo, unveiled a new logo in2025 featuring a similar smile design.

2026-04-20T13:24:28Z