The london agency has designed a new logotype in a bid to make the brand more relevant to today&rsquos children. Ed hayes, bloom planning director, said &ldquowe knew that nowadays kids don&rsquot get as excited about cowboys and indians as their parents&rsquo generation. &ldquoso for the new design we created a rough and tumble landscape to evoke the brand&rsquos spirit of exploration and adventure.&rdquo simon king, head of childrens and lyons marketing at the brand owner burton&rsquos biscuit company, said &ldquobloom quickly got to the heart of the wagon wheels positioning and bought to life the new &lsquomore to discover&rsquo brand idea.
They&rsquove created a design that evokes the spirit of what the brand is about.&rdquo bloom was appointed after a pitch in june last year.