Anthem Worldwide has continued its partnership with pladis, the global snacking company, to develop a brand identity and packaging designs for premium biscuit brand, ‘Meredith & Drew.’

Meredith & Drew, manufactured by pladis, is a brand with vast history including a royal warrant first granted by Queen Victoria in 1894. Anthem was briefed to develop a new brand identity that conveyed a premium and authentic artisanal baking positioning but executed in a fresh and modern way.

The agency drew inspiration from the stories of the two original founders, William Meredith and William G Drew, who started their London bakery in 1830. The creative teams have used two distinctive fonts to reflect the unique personalities of the two men in an identity lock- up that also highlights the brand’s longstanding heritage. A compelling visual language has been weaved into the pack designs to bring these characters to life and to allow the packs to sit comfortably in a premium environment.

The new range comprises four different flavour variants; Milk Chocolate, White Chocolate, Shortie Swirls and Oat Crunches.

Sarah Horowitz, Director of New Ventures at pladis UK&I commented: “The re-introduction of the Meredith & Drew brand opens up exciting new opportunities for pladis in different channels and with new retailers. Anthem completely understood the complexity of the brief and has delivered a brand identity and pack designs that have been executed with finesse and stylish flair.”

Mark Lloyd, Creative Director at Anthem added: ‘We’ve combined authentic Victorian baking heritage with a modern, fresh twist in a way that draws consumers in to enjoy the eccentric world of ‘Meredith & Drew.’