Fox’s Biscuits is relaunching its Echo chocolate biscuit bar as an indulgent treat aimed at women, with “sensual” new packaging and branding inspired by inkblot tests.
The new look, which has been created by design agency Brandopus, will be rolled out across its three variants and will be in stores before the summer.
Brandopus managing partner Nir Wegrzyn says the old look did not reflect the premium quality of the bars.
He adds: “Our aim is to elevate the brand to reflect its quality and celebrate the uniqueness of the positioning.”
The new look was inspired by the Rorschach inkblot tests, which are used for psychological evaluations, and is inten-ded to reflect the product’s sensual adult positioning.
Fox’s Biscuits managing director Graham Hunter says there is a “real opportunity” for an indulgent chocolate biscuit bar targeting women, despite an apparent move towards healthier options.
The redesign comes eight years after the brand was launched as a rival to Nestl魯wned KitKat.
Fox’s, owned by Northern Foods, had hoped to challenge KitKat’s dominance of the market at launch, but sales fell short of expectations that it would become a top-ten chocolate biscuit bar (MW January 20, 2000).
Brandopus relaunched Fox’s Biscuits eponymous biscuit brand last year. It developed a new identity and fresh packaging was unveiled in August last year to play on the 154-year-old brand’s “eccentric” image.