New-look Gleneagles by Haines McGregor

Three new sets of brand extension packaging have just been launched.

Design shop Haines McGregor has used up-to-the-minute sleeve print technology and tamper-proof neck seals for the Gleneagles brand launch. Haines McGregor creative director Jeremy Haines says the new look is “elegant, fluid and atmospheric, almost emotional; but still clean and simple.”

McVitie’s Cake Company has relaunched its Light Bar Cake range under a new name, Soft Madeiras. Set Square Design has devised fresh packaging for the four cake flavours: coconut, orange, lemon and banana. It features the Soft Madeiras name with a large stylised “S” to generate maximum impact. The packaging also communicates that the new cakes contain a lighter, softer sponge.

Design specialist FLB has created a new identity for Elastoplast Ultra to emphasise its adhesive and waterproof qualities and conform to guidelines set by FLB to visually rationalise the Elastoplast brand worldwide.