A radical re-design for this traditional brand, who’s core Teething Biscuits product has been used by five generations of parents. The modern, child-friendly and approachable design will help future-proof the brand for many more generations to come!
Created in 1925, Bickiepegs teething biscuits have been used successfully by several generations of babies to cut their first teeth. Unique, all natural and handcrafted to this day in a purpose-built bakery in Scotland. The product had a great reputation, but the packaging design had changed very little since 1925 and the owners had identified 2 key challenges they wanted to address: Category Fit and Brand Awareness.
Understanding that parents shop for their baby’s based on emotion, it was paramount to connect with them on an emotional level. Bickiepegs was more than a product name it was a brand to believe in, and so we created the ‘Wonderful World of Bickiepegs’ a fantastic child friendly place of animal wonder. Inspired by children’s story books, it evokes the emotive connection of the parent and baby – ‘oh isn’t that cute they’d love that’.