Burton’s Foods is to re-launch classic biscuit brand Viscount on 1 April, the first major redesign of the brand since its inception in the 1950s, with packaging by Luton consultancy Beswick Design.
The consultancy was appointed to the project after a three-way pitch in September 2004. Industry sources suggest FutureBrand and Tynan Darcy also pitched.
The group’s work encompasses packaging for the existing product, a new range, Viscount Minis – which also launches in April – and a revamp of the brand’s marque.
Burton’s Foods senior brand manager Lorna Merchant says the refresh was prompted by competition from supermarket own-brands and innovations in the sector.
Beswick Design creative director Cris Beswick says consumer research highlighted that the brand was well known, but had a ‘tongue- in-cheek’ positioning.
The group was briefed to raise the brand’s profile and position it as ‘an occasional luxury treat’.
Mint and orange biscuits have been encased in ‘sleeker packaging’, with a focus on ingredients, he adds, while Viscount Minis will come in ice cream-sized tubs.