NBCC, National Biscuits & Confectionery Co. Ltd., hired B&A to redesign the package for an existed brand then re-apply the new design on the rest of the SKUs.

B&A did its research and found that the brand has already an equity that will be hard to ignore or replace without heavy investments in advertising.

Instead, B&A team has decided not to touch the old package & suggested creating a new brand targeting a new segment and leave the old brand as is with minor improvements only. It turned out that NBCC had a plan for a new premium brand, but was waiting for the right creative partner to do it with, and that’s how Memories was born. NBCC advertising agency then took the work further and did the rest of the SKUs based on the main original design and guidelines B&A has given.