Slice Design crafts indulgent new packaging for Dare brand

Slice Design were appointed by ETi to revitalise their snack brand Dare, a range of chocolate bars, wafers, biscuits, cakes and muffins known for their rich flavours and layered textures. While Dare was already established in global markets, the brand wanted to have a more emotional connection and a strong visual presence to compete on shelf.

The brief was to reposition Dare as a premium, indulgent snack range that celebrates flavour, pleasure and the joy of discovery. The key objectives of the rebrand were to inject emotion into the brand and communicate both the quality and the unique sensory experience of the products.

With indulgence at the heart of the new brand strategy, the concept of “One bite, one unique pleasure” is an invitation to break routine, embrace curiosity and explore new sensations. The new design encourages consumers to seek out joyful moments through Dare’s varied textures and bold flavour combinations, elevating the everyday snack into something extraordinary.

The bold Dare logo acts as a beacon on shelf, while the rich colour palette paired with touches of gold adds a sense of indulgence and appetite appeal. Each pack is brought to life with mouth-watering imagery that reflects the multi-sensory experience of the products inside. As part of the design, layered textures are used across the packs to mirror the layered ingredients and flavours found in each product, helping convey the in-mouth journey from crunch to creaminess.

The new visual identity was rolled out across Dare’s full product range including chocolate bars, coated and uncoated wafers, biscuits, cakes and muffins, bringing impact and consistency to the diverse portfolio.

Agency Comments (Alan Gilbody, Founder & Director at Slice Design)
“Our aim was to create packaging that invites consumers into a world of indulgence. From the visual storytelling to the tactile contrast of textures in each product, everything about Dare is designed to entice. We wanted to give the brand a more emotional, aspirational feel that connects through taste and experience.”

Client Comments (Beatrice Cris, International Marketing Director, ETi)
“Working with Slice Design truly felt like a team effort; and that’s what made the experience so valuable. Slice Design Team brought fresh ideas, genuine commitment, and a deep understanding of our brand. Together, we’ve shaped a clear and relevant direction and your contribution has been essential every step of the way. Thank you for your professionalism, creativity, and the collaborative spirit you brought to the table. We’re glad to have you by ETi’s side on this journey.”