To push the Shapes brand into new snacking territory, The Arnott’s Group partnered with Edison to launch a next-gen product innovation: Fully Loaded. The brief was simple – high cut-through, high flavour, and high relevance for a younger, experience-hungry audience.
Edison’s solution drew on behavioural and cultural insight, tapping into the visual codes of gaming to create an identity system built around “neon intensity.” From naming to pack design, every touchpoint reinforced the launch’s impact; crunchy, flavour-packed biscuits delivered through a bold, ownable design language.
The new range expanded the Shapes universe with disruptive confidence, giving the brand room to innovate beyond its core and shift perception with a future-facing audience. Fully Loaded wasn’t just a new product, it was a new playbook for how Shapes shows up on shelf.
