SiebertHead has refreshed the packaging for Northern Foods’ Fox’s glacier mints and fruits this week in a strategy aimed at consolidating the range and emphasising its natural ingredients and heritage.
Appointed in April following a recommendation, SiebertHead head of graphic design Paula MacFarlane says the greatest challenge involved updating the brand in tandem with constant product development.
She adds, ‘The brief was to signal Fox’s as the company name rather than the huge bear so that it can be transferred to other products. The bear becomes an endorsement to the larger Fox’s communication and begins to work as a unit.’
Fox’s brand manager Emma Gilbert says the relaunch brings greater flexibility to the brand, enabling it to easily incorporate new lines such as its impulse packs.
‘The former branding didn’t reflect the products’ natural qualities that differentiates them from other sweet products,’ explains Gilbert. ‘Additionally, the key pack elements were disjointed and didn’t stand out on the shelf.’
The revamp includes bringing the polar bear icon up to date by giving it a ‘timeless authority without losing its loveable appeal’, says MacFarlane.
In a move to unify the various flavours, fruit packs now carry the strapline ‘clearly better sweets’ while glacier mints sport the similar line ‘clearly better mints’.