CPB branding takes the biscuit

London consultancy Coley Porter Bell has designed a new identity for the entire snack range of Jacob’s Bakery, including the company’s flagship product Jacob’s Cream Crackers.

Cream Crackers, Cornish Wafers and Club biscuits will be the first to hit stores, during September. Jacob’s previously had four different identities, but the new look will eventually be adopted across all the company’s 160 lines, including products such as Ritz and Twiglets.

Cream Crackers’ strong use of orange will be lightened up with brighter yellows. Jacob’s trademark diamond will remain, and will be used as a background element for the whole range.

CPB wants to use the diamond pattern as a form of subliminal branding. The consultancy hopes that products stacked on supermarket shelves will create a wall of diamonds, reinforcing consumer association with the brand.

“The brand is more than just a name, like Nike or Absolut, where colour or symbols are more recognisable than words,” says CPB creative director Allison Miguel.