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New biscuit range Joy Fills packaging designed by Dragon Rouge launches in European markets

New biscuit range Joy Fills launches in the UK

Global confectionery, food and beverage manufacturers Mondelez International has launched a new biscuit range for the European market, with packing designed by agency Dragon Rouge.

Joy Fills will see ‘power brands’ Oreo and Cadbury working together for the first time, incorporating the famed brand colours within the logo, and will feature four different biscuit varieties. Dragon Rouge looked to the core brand value – joy – to inspire the pack design and combined the brand colours within one logo.

Steven Saenen, global senior innovation manager at Mondelēz, comments: “The launch of Joy Fills in the UK and other European markets marks a big moment for us. We have not spared any effort to craft a product that delivers the great taste consumers expect from our power brands in an uplifting treat that won’t weigh them down, and is easy to snack anytime, anywhere. The pack design does an amazing job in communicating the new product offering while remaining true to the power brands and establishing ‘Joy Fills’ as a new brand. It’s a testament to the fantastic partnership we had with Dragon Rouge all along this journey.”

Dragon Rouge New York’s creative director, Craig Hench, said: “The challenge was to create a distinctive look and feel for Joy Fills that respects the signature elements of the global power brands. We achieved this by leveraging a universal emotion ‘joy’ and implementing this sentiment across the name and packaging architecture. You’ll see expressions of joy in the name, the holding shape as well as the produce cascade. Our design is simplistic in nature but executed to standout in a crowded shelf environment by deploying familiar category codes and power brand equities.”

Founded in 1984, Dragon Rouge has 8 offices worldwide and works with a range of clients including Perrier, Europcar and Philadelphia.

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