Fox’s Ambers


Designed by BrandOpus, United Kingdom.

BrandOpus has designed the packaging for Fox’s latest product innovation to hit the shelves in March.  Ambers are designed to bridge the gap between staple and luxury biscuit ranges by offering everyday indulgence to the nation.

The biscuit comes in three variants Ambers, Ambers Caramel and Ambers Praline, all individually authentic, yet sensationally tasty.  The design heroes the biscuit, reflected in the colourway of the pack and scattering of crumbs across the descriptors.  Even the name Ambers is derived from the golden crunchiness of the biscuit.

Ambers have a taste that focus groups have found difficult to pinpoint, and in this spirit the pack boasts of Ambers’ secret recipe.  Whilst the innovation and excitement behind Ambers is illustrated by the sunbeams and starbursts in the design.

Ambers are positioned as the definitive biscuit in the Fox’s portfolio, and this is emphasised by the strong use of the Fox’s identity harlequin effect BrandOpus previously created.

Paul Taylor, creative director of BrandOpus, says:  “Ambers fill the gap in the marketplace for a biscuit that offers consumers everyday indulgence.  We designed a bold vibrant pack to represent the happy, golden personality of Ambers, and epitomising the imaginative approach Fox’s takes in producing ‘A better class of naughtiness’.”

Rachel Moffat, Fox’s Brands sector director comments: “We are really pleased with the Ambers design; it successfully answers our brief to create something that delivers a little pleasure and indulgence everyday. The design captures the excitement and delicious golden taste of the biscuit and will be distinctive on shelf.”

Ambers builds on the longstanding and award winning partnership between BrandOpus and Fox’s.  BrandOpus previously designed the identity and brand architecture across the entire portfolio, and recently won a DBA Design Effectiveness award for the redesign of Rocky.

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