JKR aims to stand out

Jones Knowles Ritchie is targeting the 20-40 age group with its new B&H Mellow Blend packaging identity for Benson & Hedges.

The yellow pack is intended to stand out from the competition in a sector characterised by conservative design, says JKR partner Andy Knowles. The new packaging went live last week.

Meanwhile, JKR has redesigned the logo for The Ideal Home Show. This was unveiled to the press last week in good time for the Ideal Home show in March 1999.