Carr’s biscuits get a fresh new look

Designed by jkr (Jones Knowles Ritchie), United Kingdom.

 Founded in Carlisle in 1831, Carr’s biscuits have established their place on many a British cheese board. 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.

Accompanying the relaunch, the Carr’s Christmas tin was also updated with a fresh new look…