The new look aims to reinforce the "Devon-ness, naturalness and creaminess" of the Ambrosia product porfolio, while giving it a more contemporary edge.
"Our new design aims to make stronger connections with the modern family through the introduction of warmth on-pack," Tamara Williams, creative director of Parker Williams Design, said.
The Ambrosia range comprises Custard Original and Low Fat, Rice Original and Low Fat, Sago, Semolina, Tapioca and Macaroni.
This April, Ambrosia's managing director Mandy Ferguson quit the company just a year after she was hired to revive the brand. She joined Associated British Foods as managing director for Ryvita and replaces Garth Weston, who is taking a year's sabbatical.
Parker Williams Design recently designed the packaging for a new range of ready cook meals for Sainsbury's called Fresh to Cook.
In January, Envoy Communications acquired a majority 65% stake in Parker Williams Design, which was launched by Williams and Tony Parker in 1990.
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