Biscuit brand Jacob’s launches new logo and packaging

Jacob’s biscuits is rolling out a new identity and packaging designs as part of a £10 million push to create a new “masterbrand” for the biscuits.

The new designs for the United Biscuits brand have been created by JKR.

Jacob’s announced the brand push last April, when it launched a new advertising campaign created by Publicis.

As part of the move, all UB’s savoury biscuit brands – which include Mini Cheddars and Twiglets – are being brought under the Jacob’s masterbrand.

Martin Glenn, chief executive of UB, said at the time, ‘[This project] will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand.’

New designs and packaging for the Jacob’s range are now rolling out.

The new packs see the Jacob’s typeface updated and new pack graphics used. A new strapline “baked to delight” replaces the previous “simply baked” line. The apostrophe in the Jacob’s name has also been dropped.

The Jacob’s black diamond remains, but the wordmark has moved up to make space for the product names.

JKR also worked on UB’s £12 million relaunch of McVitie’s biscuits last year. This saw all of UB’s sweet biscuit brands (with the exception of Go Ahead!) brought under the McVitie’s branding.

Hide Comments (8)Show Comments (8)
  • George Kay November 30, -0001 at 12:00 am

    Rather like this. Modern but not overly trendy in my opinion.

  • James Barrett November 30, -0001 at 12:00 am

    Really like how modern it looks from the original. Plus it still keeps its originality of the brand, which is simple.

  • D Conran November 30, -0001 at 12:00 am

    Like the type but can’t stand the uppercase ‘J’ – it introduces more angles into the logo which results in it looking unbalanced / uneven…

    …a bit like the surface of a cracker!

  • Ngs November 30, -0001 at 12:00 am

    An attempt at the retro modern utilysing the traditional signwriter’s larger first char. However it is too much. It stop da too tall and looks like an Ostrich in the company of turkeys. This typographic treatment needs a huge amount of experience to pull off – see how it could have been done:

  • Jill Marshall November 30, -0001 at 12:00 am

    nice. Simple, strong, modern

  • Keith Hagan November 30, -0001 at 12:00 am

    Tasty stuff, just like the crackers. The geometry going on is almost isometric, no? I do feel quite strongly, however, that the product shots might have benefited from the inclusion of some carefully art directed crumbs.

  • Harrison Reed November 30, -0001 at 12:00 am

    Brilliant, modern and it still looks like Jacobs. JKR leads the way again.

  • C G November 30, -0001 at 12:00 am

    Awful Typography – Makes me feel Queasy!

    Not good when the product you’re selling is Food!

    How could they get it wrong?!

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