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The Challenge

The brand is committed to taking the consumer on a journey of discovery and delight. The creative output needed to reflect their passion for baking and the flavoursome combinations in their mouth-wateringly moreish sweet and savoury snacks range. The final design has a more contemporary feel to reflect the new flavour combinations and to appeal to a broader audience. The use of slate grey unifies the range and feels less serious than the black that went before.

The Innovation

Equator's creativity and fantastic in-house photography capabilities all helped deliver a packaging design that articulates Arden's ‘never ordinary’ essence and has helped secure new distribution.