Teatime capsule

Blending the new and the old, McVitie's has launched a festive tin for its Baked to Perfection biscuits sub-brand, including specially-created...

Blending the new and the old, McVitie's has launched a festive tin for its Baked to Perfection biscuits sub-brand, including specially-created Victorian-style graphics.

After six years of using the same tin for its Christmas range of biscuits, the United Biscuits company wanted a fresh approach that combined the historical and the contemporary. Design company Ziggurat commissioned original illustrations from Geoffery Appleton.

As creative director Allison Miguel puts it: "When reflecting on the past, it's all too easy to start looking old-fashioned." This tin, on the other hand, suggests a "modern classic", she says.

The pack, which is stocked by retailers including Somerfield, is produced by Crown Speciality Packaging UK.

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