Carr’s Biscuits Redesign By jkr
Carr’s is a British biscuit brand founded in Carlisle, England in 1831. This traditional brand needed a bit of a retouch so they turned to jkr:
As the brand expanded, the blue packaging became increasingly difficult to navigate therefore we needed to differentiate the ranges, injecting a sense of personality into each. With this in mind, the new design aims to give the brand a more contemporary feel, while building awareness around the brand’s wide array of products. From the classic Table Water biscuits to Carr’s Melts, there is now a more defined design architecture to help consumers navigate the range while giving the brand a greater sociable feel.
“The main ambition was to build conviviality and make the brand more relevant to a modern audience, while staying true to Carr’s long established heritage. Colour was a key tool which we adopted to help navigation and inject some more personality into this well known brand.” Donna Trist, Design Director, jkr.
New design:
Old vs. new:
Old design:
As part of the redesign, a new Christmas edition tin was also launched:
I, personally, like the old design better. Yes, I know it doesn’t sell, and yes, I know that the new one is much more appealing for a wider audience – but the old one just looked so sophisticated and rich. Now it looks like any other biscuit brand, doesn’t it?
