Springetts develops special edition Weetabix packaging

Springetts has designed special edition Fuel Britannia packaging for Weetabix, celebrating the Olympics, the Queen’s Diamond Jubilee and also Weetabix’s own 80th anniversary.

The consultancy began working on the project in December last year, having worked with Weetabix as its sole packaging agency for about four or five years.

The Fuel Britannia logo is a subversion of the British anthem Rule Britannia, and aims to highlight Weetabix’s slow-release energy.

Andy Black, managing director of Springetts,   said: “The market is awash with brand lazily hijacking the Union Jack with no unique brand connection other than ‘Britishness’.  We wanted to create more of a brand-centric connection for Weetabix. We built on the brand’s promise of ‘fuel your day’ and changed the logo to ‘Fuel Britannia’.”

The packaging uses a bunting graphic designed to run from one pack to the next when displayed on-shelf. This aims to highlight the celebratory feel of the year’s events.