Revamping Parle’s Hide & Seek biscuit brand to appeal to consumers of today

Parle’s Hide & Seek brand are India’s leading chocolate chip biscuit. With chocolate embedded in nearly a third of the biscuit, they are the most indulgent biscuit brand delivering more chocolate than the highest best seller in the chocolate biscuit segment.

pi were briefed to re-consider the brand packaging design which had become very dated and lacking in appeal to modern day consumers. There was a need to develop a contemporary brand design, one that would feel aspirational to a more youthful consumer audience.

The creative solution has made the Hide & Seek logo an important visual equity, using a typeface that is both modern and dynamic with an ampersand within the name that is highly impactful, giving the brand a distinctive visual identity. The packaging design is now creating a far more sensual appeal by dramatising the chocolate story on pack – this builds on the Hide & Seek iconic biscuit shape by tempting the consumer with rich, appetising imagery reflecting the biscuits delicious chocolate ingredients.

Don Williams of pi says: ‘Given that Parle Hide & Seek is such a well loved brand in India, it was very exciting for us to work on it. Our attempt was to bring the iconic brand name to the forefront and create a distinctive identity that would resonate with the youth without losing any of Parle’s old world heritage.’