The design signalled a complete refresh of the brand to help it stand out in an increasingly crowded sector and appeal to a younger fun seeking urban consumer.
Edita Industries is a leading FMCG company in Egypt and the Middle East and Molto is Edita’s biggest selling product and consists of pre-packed croissants and pates with sweet and savoury fillings for on-the-go snacking. It is also available in Italy and France.
The hand-crafted brand mark introduced a dynamic and approachable Molto ‘smile’ to reinforce sociability while bright, fresh palettes were used in the packaging to inject energy and disruption to the Egyptian snack market, whilst the ingredients reinforce desire and appetite appeal.
“Our approach was to build on Molto’s existing loyal consumer base by engaging at a more emotional level and bringing modernity, fun and taste appeal to the packaging design. The result is an exciting, colourful range of products that are easy to navigate, allow for future brand stretch and can be brought to life through all brand communications,” said Andrew Cole, Design Director at Parker Williams.
“The new identity feels modern, fun and fresh and further strengthens our position as a market leader, and allows us to clearly stand out amongst our competition. We really appreciate the effort and dedication shown on this project. Parker Williams did a very great job and demonstrated what it means to be a “partner” and deliver outstanding work.”
Launched in the late 1990s, Molto introduced the concept of healthy yet delicious snacking to an increasingly urban Egypt.
Source: Parker Williams