Fox's identified an opportunity to launch a range of biscuits in an emerging sector between grown-up indulgence and biscuit barrel. They cooked up a deliciously moreish biscuit that delivers more pleasure per bite, designed to bridge this gap in the market. We were briefed to create a distinctive pack design that was mainstream enough to express that the biscuit is to be enjoyed everyday, but which would standout on the overcrowded biscuit fixture as something special.
The pack was designed to reflect the yumminess of the biscuit, and Fox's pride in their creation. The design heroes Ambers as the definitive biscuit in the Fox's portfolio, reflected in the colourway of the pack and the scattering of crumbs across the descriptors while sunbeams and starbursts bring a sense of the happiness that eating Ambers evokes. Inspired by the delicious yet indescribable taste that everyone loved but found hard to pinpoint, we gave the range the name Ambers, reflecting its golden, sweet and crunchy secret recipe.
In less than 6 months since launch Ambers has surpassed expectations to become a £2.1m brand.
“We are really pleased with the Ambers design, it successfully answers our brief to create something that delivers a little pleasure and indulgence everyday. The design captures the excitement and delicious golden taste of the biscuit and will be distinctive on shelf.”