Makeover for Pyotts

New branding

The relaunch is focused around an original pay off line, “Anything Goes with Pyotts” and includes a dynamic new logo and revitalised packaging design to reflect the contemporary quality essence of the brand.

The new logo has been designed to make it more relevant to the target market, with a revised logo font and a reference to 1885, symbolising the brand's heritage.

The pay-off line demonstrates the flexibility of the range of snack products and the multitude of ways they can be enjoyed - on their own, with toppings or with dips to name a few. The range includes three flavours of Salticrax, Spring Onion and Bacon Kips, oven baked Wheastsworth crackers and delicious bite-sized Vitasnack, the Snacktime collection of assorted crackers from the range, Mini Cheddars, Cream Crackers, Pretzola and Crackerbread in variants of wheat, maize and rye.

“We wanted to modernise the brand while still retaining the core values that have been associated, over the past 123 years, with us. We have done this by taking our established super brands, such as Salticrax and Kips, and given them a makeover - updating the image without losing the brand identity,” said Sian Loehrer, the company's Senior Brand Manager.

The campaign will be supported by a large off-shelf drive with high impact in-store displays. A consumer website is currently under development, which will become the comprehensive guide to organising social events and parties for adults. The new-look range will be on shelf from April 2008.