Philip Chadwick / PackagingNews
1HQ presents Italian and English look for Arden brand
Arden Fine Foods has called on branding agency 1HQ to design the look for its new range of Italian biscuits.
The biscuit and bakery distributor’s Arden & Amici brand went into Waitrose stores this month and incorporates a crest incorporating the Italian Olive branch and an English oak.
A patterned background “hints at traditional Italian wrapping paper” while the packs also incorporate a map and photo.
“The positioning ‘Arden & Amici – bringing Italy to your table’ came from an important and engaging brand truth which gives brand its instant authenticity,” said 1HQ design director Tim Holmes.
“We believe in building close relationships with generations of local Italian bakers who share with us a passion for traditional methods and quality ingredients,” added Gail Nelson, Arden Fine Foods commercial manager.
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