Braver design for a brighter tomorrow.


Making biscuit moments matter.

Creative Strategy. Visual Identity. Packaging Design. Artwork. Print Management.

We partnered with Border Biscuits on a revolutionary redesign to help achieve its mission of becoming the UK’s number one accessible premium biscuit. The new visual identity marks a significant step-change and brings instant clarity to Border – a brand that is inextricably linked to the quality of its products. A bold logotype contains a characterful elevated O with an underline, designed to represent the product, and the brand’s commitment to quality. An updated on-pack message – Crafted with Care – reinforces this feel, speaking to Border’s heritage as a family-owned business of expert biscuit-makers.


Evolving the brand from its existing world of beige was key to the redesign. The new system comprises a fresh and tasty colour palette, celebrating each biscuit variant with its own shade, and introducing greater range differentiation and effortless navigation to create range harmony. While literal product visibility has been lost in the removal of windows – part of Border’s journey towards reduced packaging – bold product photography is able to display the biscuits in their most perfect state for far greater taste communication. The resulting design offers exceptional shelf standout and works beautifully as a range.



Having the confidence to be bold, simple and impactful is crucial for premium accessible brands within a fast-moving retail space. The new design enables Border to maintain simplicity whilst creating greater range navigation. As a design system it helps shoppers shop today, while setting the brand up for tomorrow.

How we helped:

Creative Strategy.
Visual Identity.
Packaging Design.
Print Management.