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"What we were looking for from the Fiery packaging was  a design that featured all the symbolic characteristics of the current IRN-BRU packaging, so that it clearly remained part of the IRN-BRU family.

However, we wanted to create differentiation from our original IRN-BRU so that the packaging communicates the idea that Fiery IRN-BRU really packs a punch - and the striking red and black clearly does this.

The response we have had to the packaging from consumers has been really positive and its dark and edgy design has given the first ever limited edition the wow factor we were looking for."

Designed by Keen and Able, a London based startup agency

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