Bloom scraps wild west imagery for new Wagon Wheels branding
Bloom has created new branding and packaging for Wagon Wheels biscuits, scrapping the brand’s previous Wild West iconography.
The consultancy was appointed by Burton’s Biscuit Company to the project in June last year, tasked with giving the brand a new identity that was more relevant to today’s generation of children.
Ed Hayes, Bloom planning director, says, ‘We knew that nowadays kids don’t get as excited about cowboys and Indians as their parents’ generation.’
The new designs retain the previous colour palette of red and yellow to avoid alienating older consumers, with a modified sans-serif typography for the logo in order to create a more modern, bold look, according to Hayes.
Bloom worked alongside advertising agency VCCP to create the branding around the central idea of ‘rough and tumble’.
Hayes says, ‘It’s about kids and the mums who buy the brand to get out there - a bit like the Persil “dirt is good” idea. At the brand’s target age, about nine to 12, they’re about going off on their first trip to the cinema or camping, so the brand idea is “more to explore.”
‘It’s a large biscuit, so it gives you a lot of energy but there’s also lots of layers, so we wanted that intrepid, rough and tumble, raw feel.’