Fox’s Biscuits’ Premium Range Gets Pack Redesign

Brand design agency Coley Porter Bell unveiled the redesign and repositioning of Fox’s Biscuits’ premium biscuits range called Fox’s Fabulous, which is meant to create a different experience for the consumer.

The agency created a design solution called ‘The Star of the Show’ that works across the full range of products and ensures every biscuit gets its moment in the spotlight. The evolved logo neatly integrates the brand heritage story ‘since 1853’ and underlines Fox’s quality and baking expertise. The design maintains a cohesive visual relationship between Fox’s master brand and its sub-brands. The launch follows the recent success Fox’s Biscuits experienced during the COVID-19 lockdown.

Cathy Madoc Jones, group account director at Coley Porter Bell said: “We had great fun working on this project and it was a real honor to be selected to revamp such a well-known and loved brand. With change comes opportunity and the launch of Fox’s Fabulous is the first step in our exciting journey with Fox’s Biscuits.”

Muriel Breugelmans, marketing director at Fox’s Biscuits said: “Coley Porter Bell has been a fantastic partner in this project. We wanted to strengthen our premier tier with a design that reflects the high quality of our much-loved biscuits and we feel the creation of Fox’s Fabulous has done just that.”