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McVitie's Madeira Moments

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Lemon flavour launch packaging

Coconut flavour launch packaging

Butter flavour launch packaging

A rebrand of McVitie's Madeira Moments was commisioned in 1997.

Brighter packaging, with clear imagery of the product's ingredients, was designed to help Madeira Moments compete on busy supermarket shelves.

The logotype was an original creation exclusively for this product range. Drawn by hand on layout paper, it underwent several refinements before being scanned and traced using Freehand.

Airbrushed artwork of the chief ingredient were produced externally for the range. This was a common practice, as photographs would not do justice to the them. The artwork itself was produced from sketches supplied to the artist.

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