A new brand for biscuit and bakery producer Arden Fine Foods has been created for its new Italian premium biscuit range Arden & Arnici.
Created by 1HQ, the brand mark has been created to express ‘friendship’ with two A’s entwined to the English oak and the Italian olive branch forming the basis of the crest.
The agency also explained that the patterned background also aims to hint at traditional Italian wrapping paper, while the back of the pack has been designed to integrate the the use of the label to create a hand finished seal.
A map and photo has been added to the design also.
Gail Nelson, commercial manager at Arden Fine Foods, commented: “We believe in building close relationships with generations of local Italian bakers, who share with us a passion for traditional methods and quality ingredients. Through our time spent together, forming great friendships, we have crafted a range that captures the Italian devotion to food, friends and family. We love what we do, and we think our consumers will love it too! We have also been pleased to find and work with 1HQ as they too share our passion in the power of great partnerships to help us create this new brand identity.”
The range will be available exclusively in Waitrose from 12 September 2011.