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Snack packaging reaches out to Egypt’s fun-seeking, urban consumers

‘Modern, fresh, and fun’ are the words used by Molto to describe new packaging graphics for its snack brand that include a logo sporting a smile and bright, vibrant colors.

New graphics for Molto’s prepacked snacks bring modernity, fun, and taste appeal to the packaging design.
New graphics for Molto’s prepacked snacks bring modernity, fun, and taste appeal to the packaging design.

Snacks company Molto, part of leading Egyptian and Middle East CPG company Edita Industries, has introduced a striking new design and logo for a range of prepacked snacks. The design signals a complete refresh of the brand that helps it stand out in an increasingly crowded sector and appeal to a younger, fun-seeking urban consumer.

Molto is Edita’s biggest-selling product and consists of prepacked croissants and pates with sweet and savory fillings for on-the-go snacking. It is also available in Italy and France.

The redesign, created by Parker Williams, includes a handcrafted brand mark that introduces a dynamic and approachable Molto “smile” to reinforce sociability. Bright, fresh color palettes inject energy and disruption into the Egyptian snack market, while ingredient imagery reinforces desire and appetite appeal.

Says Andrew Cole, Design Director at Parker Williams, “Our approach was to build on Molto’s existing loyal consumer base by engaging at a more emotional level and bringing modernity, fun, and taste appeal to the packaging design. The result is an exciting, colorful range of products that are easy to navigate, allow for future brand stretch, and can be brought to life through all brand communications.”

Mona Zahra, Brand Manager for Molto, adds, “We chose Parker Williams not just on their experience and great work, but also on their enthusiasm and eagerness to work on our brand.

We knew we could count on them to help deliver and realize our brand expectations and positioning.

“The new identity feels modern, fun, and fresh, further strengthens our position as a marketleader, and allows us to clearly stand out amongst our competition. We really appreciate the effort and dedication shown on this project. Parker Williams did a very great job and demonstrated what it means to be a ‘partner’ and deliver outstanding work.”

Launched in the late 1990s, Molto introduced the concept of healthy yet delicious snacking to an increasingly urban Egypt.

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