Inspiration for the design came from the idea of a witches’ delicatessen, where all the weird ingredients are picked from punnets, ready to take home and cook in their cauldrons.
“We used the McVitie’s brand cartouche and adapted it to become a deli-inspired watchstrap label,” said Springetts designer, Rob Wilde.
Each pack uses different ingredients illustrations, created in-house by Springetts, that create a unique but cohesive range look. Using a bright, striking colour palette creates a standout between the brand colours and the illustrations. A forced perspective on pack makes it look like the ingredients are sitting in a punnet.
The resulting pack designs appeal to mums with the strong McVitie’s branding and the idea of witches’ ingredients and yucky ghoulish ingredients is just what kids are after for a Halloween treat.