McVities Medley

This project for a new United Biscuits McVities brand required a figurative style name that simply encapsulated the idea of chunks of Hobnobs and McVitie’s Digestives biscuits mixed with the goodness of cereals and other tasty ingredients, such as raisins, nuts and milk chocolate.

The combination idea is clearly expressed in each of the name’s dictionary definitions (Concise Oxford Dictionary 2004): I. a varied mixture II. a collection of songs or other musical items performed as a continuous piece III. a swimming race in which contestants swim sections in different strokes. The word is also invested with a sense of  ‘charm and harmony’ which derives largely from the musical meaning. The third definition is responsible for the recognition of the word through most of Europe, this tasty bar clearly has the potential to go a long way!