The company is aiming to bridge the gap between nutrition, diet and indulgence snack category sectors with its Butter Flapjack, Belgian Chocolate Brownie and Caramel Shortcake selection.
According to NXL, the brand logo is designed to be dynamic and energetic, communicating the core health benefits of the product range with an uplifting central character.
The design combines “bold functionality” with the “friendly informal aesthetics used by premium bakery brands”.
Phil Parkinson, design manager at NXL said: “The objective was to create a brand that is equally appealing to a wide range of consumers, whether they are looking for an indulgent snack or something nutritious as part of a strict diet.”
NXL Design’s partner packaging company National Flexible printed and supplied the printed film.
