tdg The Design Group, the brand communications and packaging design consultancy, has created a new packaging design for Traidcraft’s topselling FairBreak range of biscuits.

The redesign has been timed to coincide with Fairtrade Fortnight which runs from February 28 through March 13, 2011.

“The new design is fun and quirky and captures the spirit of Traidcraft,” said Creative Director Grant Marshall. “The new design also incorporates a powerful reminder of the leading role Traidcraft has played in the development of Fairtrade with the selling line ‘The FIRST Fair Trade….”

The revamped design was developed using tdg The Design Group’s proprietary Brand Magnetism® Toolkit. The new design will be applied onto future biscuit variants and Traidcraft confectionary NPD.

The new packaging is appearing on shelves now. The new packaging will be printed by Amcor based in Cumbria.