Leeds agency ups the attitude in Rocky bar revamp

David Prior's picture
by David Prior

Fox’s Biscuits has relaunched its Rocky chocolate biscuit bars with the help of Leeds agency CHILLI UK.

The new design features a more "impactful, dominant brand identity" for the "biscuit bar with attitude".

The "biscuit bar with attitude"

Photography of the bar was also reintroduced to "hero" the product while bold colours were adopted to improve visibility and aid range navigation.

David Whittle, managing director of CHILLI UK, said: “Combining all these elements gave the overall packaging design a more rugged appearance and projected confidence to differentiate from competitors.”

Belinda Daw, senior brand manager of Fox’s Biscuits, added: “In the competitive chocolate biscuit bar sector, customers are often influenced by promotion. Rocky needed more cut through.

"Having been redesigned several times over the years, including multiple updates to the Rocky identity, we asked CHILLI to help reinvigorate the brand to create a more confident design. We are really pleased with the outcome.”

CHILLI has also worked on packaging revamps for Butterkist and Yorkshire Provender.