United Biscuits relaunches Jacobs Crackers range

United Biscuits UK is relaunching its Jacobs range of cream crackers, with a refined brand identity and packaging by Bloom Design. The iconic black diamond marque has been ‘softened up’ to create more of a friendly proposition, while ‘foodie’ elements have been worked into the on-pack designs, says Gavin Blake, executive creative director at Bloom. The consultancy was appointed in July, following a pitch against JKR.