Creative Edge designs Rick Stein biscuit packs

The consultancy was appointed around three months ago by biscuit producer Furniss of Cornwall, having worked with the company on previous projects, according to Creative Edge creative director Dave Rickett.

Creative Edge has worked with Furniss for the past eight years to help rebrand its entire product range.

Rickett says the consultancy was heavily involved in the development of Stein’s product, and went as far as helping to taste the biscuits. He adds, ‘For the packaging, we said to Rick that he really had to push the signature, and if possible put it on the product itself.

‘We have also tried to introduce colour as a secondary element. Our aim was to produce a fresh, clean, cool set of packs.’

Mark Muncey, marketing director of Furniss, says, ‘We wanted to use Creative Edge as it already had a good feel for the product range and we knew that it would hit the mark in developing this new high-profile range for us. The new packs will create high impact and shelf presence.’

The oat-based biscuits are available in three flavours – Cornish sea salt, Davidstow Cheddar and thyme. Already on sale at Stein’s Padstow delicatessen, they are launching this week in Waitrose stores, and to the wider UK and international market on 1 October.