Design Activity to revamp Elizabeth Shaw packaging

UK confectionery brand Elizabeth Shaw is poised to review the packaging for its entire range, with the help of Bristol consultancy Design Activity.

The project comes ahead of the relaunch of Elizabeth Shaw’s flagship brand Mint Crisp later this summer, and follows an overhaul of the confectionery company’s corporate identity last month.

Design Activity creative director Pat Starke says the brief was prompted by ‘an ageing customer base’ and a ‘very plasticky packaging that has been value-engineered to within an inch of it’s life’.

The design consultancy won the business on the strength of its previous work for Elizabeth Shaw.

The new design is intended to differentiate flavours using strong colours, while the octagonal shape of the original pack has been retained to reinforce the heritage of the brand.

‘It has allowed us to breathe life into a reasonably upmarket dining-table treat,’ says Starke.

Bath-based typographer Antonia Eckersley has designed the signature on the pack.

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