Bigger nuts from Pure-Equator

Just Brazils, the chocolate nut brand owned by Fox’s Confectionery, has redesigned its logo, packaging and on-pack graphics with Pure-Equator.

The last comprehensive redesign of the brand was by Sieberthead five years ago. Pure-Equator has created a more premium look for the confectionery range, developing the logo to raise the prominence of the Just Brazils nut image on packs, says Just Brazils senior brand manager Tracey Wilson.

The packs have been structurally overhauled from a double- to a single-walled box and feature a new in-tray to hold the nuts. Pure-Equator has also developed a limited edition tin pack for the Just Brazils milk chocolate variant.

The aim of the designs is to increase shelf stand-out. ‘We didn’t feel the current packaging did justice to the product and wanted to do a lot more. Previously the Just Brazils nut was hidden away,’ says Wilson.

Pure-Equator was appointed to the work last September, following a three-way pitch.

‘We have totally overhauled the graphics with a new logo, type and a more contemporary, indulgent design,’ says David Rogers, managing director at Pure-Equator.

The redesigned range launches nationwide this month, available in milk, dark and orange chocolate. Just Brazils is also working on new product development and expects Pure-Equator to undertake complementary design work.

Fox’s Confectionary owns sweet brands Fox’s Glacier, XXX mints and Poppets, as well as Just Brazils.

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  • Lisa November 30, -0001 at 12:00 am

    I chipped a tooth on the dark just brazils

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