NXL Design breathes fire into The Hungry Dragon brand

--Philip Chadwick

Mintons Good Goods has called on NXL Design to create the packaging for its Hungry Dragon brand

The snacks are intended to widen Mintons’ customer base and target new customers. It briefed NXL to launch the brand cost effectively but without compromising the quality of the on-shelf packaging.

NXL Design linked up with sister firm National Flexible to provide concept and development services through to printed packaging.

Mintons also made use of NXL Design’s innovation and research services during the creative process, engaging them to advise on suitable material specifications, pack sizes and to supply trial reels of packaging material to test on their packing machines.

NXL’s Design Manager Phil Parkinson said: “We assessed the short and long-term strategy of the client, the brand position and target markets to create a highly distinctive packaging range that meets all of our client’s requirements. We have developed the artwork to ensure that each design in the range can be produced using the same set of printing plates. This not only significantly reduces the initial launch costs, but also means that future additions to the range can be launched with minimal time and expense.’

“We themed the designs to compliment the Hungry Dragon character which symbolises the brand, incorporating a tail shaped window and other related features into the packaging.”

Mintons is a Welsh business supplying fine foods, whole foods and health foods since the early 1970s.

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