Brandopus gives Fox's Rocky biscuit bars a musical makeover

by Susan Billinge, Brand Republic 10-Nov-09, 13:10

LONDON - Brandopus has revamped the packaging for Fox's Rocky biscuit range with music imagery in an effort to reflect the brand's "fresh urban personality".

The new design is intended to increase the chocolate and caramel bars' shelf presence and boost sales. It will be available in shops within weeks.

Brandopus began work on Fox's biscuit range, which includes Fox's Classics and Melts, in March 2007. Since then Fox's sales have increased by £8.88m, an uplift of 17 per cent.

The strategic design agency's work on Fox's biscuits identity and packaging won this year's Grocery advertising and Marketing Industry Award, the Diamond Gramia, and has also been shortlisted for the DBAs.

Paul Taylor, creative director, Brandopus, said: "We wanted to establish Rocky as a brand with attitude and create a strong symbol for the brand which would allow it to have a more powerful presence on the shelf.

"We were inspired by music emblem iconography and injected the brand with a more edgy, urban personality by creating a powerful shield symbol."

Graham Hunter, managing director, Fox's, said: "We are really pleased with the redesign. It has successfully realigned Rocky’s previous slightly childish image enabling it to act as a standalone brand."