Buffalo creates new Fox’s sweets packaging

Buffalo has redesigned the packaging for the entire Fox’s confectionary range, as well as creating Union Jack packaging for its limited-edition variety.

Buffalo was appointed in November 2010, beating consultancy Pure in a creative pitch.

Caroline Middleton, senior brand manager for Fox’s, says, ’Feedback on the current packaging said it was quite dated. Refreshment and taste was a massive part of the brief – and to make it a little bit more modern.’

Buffalo created new vertical lettering, and was briefed to revert to the original ’Peppy’ polar bear device.

Sally Batty, managing director of Buffalo, says, ’The logo down the side gives the pack a new look, and the new font has a more contemporary feel.’

The Union Jack packaging will roll out at the beginning of March for two months, with the rest of the range on shelves by April.