Fry’s redesigns packaging of 144-year-old chocolate range

JS Fry and Sons was established in 1761 and launched Fry’s Chocolate Cream over 100 years later in 1866. The company is now owned by Cadbury.

Slice Design was instructed to retain the brand’s key equities, but modernise the design to bring the product up to date.

“Fry’s is unique. Not many chocolate bars can say that they have the pedigree of Fry’s chocolate cream,” said Slice Design director Alan Gilbody.

“Introducing the date to the logo was key to underpinning its rich historical credentials and celebrating its longevity,” he added.

Slice Design was established in 2004 by directors Gary Spencer and Alan Gilbody and serves customers including GlaxoSmithKline, Unilever and United Biscuits.

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