I’m horrified to read that United Biscuits is to withdraw Williams Murray Hamm’s ground-breaking Jaffa Cakes packaging (DW 23 September).
The design has outstanding on-shelf presence, is unique (surely every brand’s dream) and, not least, has helped increase sales.
For UB’s management team to suggest that the product is not properly branded and that any new design requires bigger logos completely misses the point – this pack defines the brand through its uniqueness.
Is the pack now to be replaced by another ‘me-too’ design, with slightly blurred shots of the product, a suggestion of the ingredients and ‘tweaked’ larger logos? I hope not, but JKR has a very difficult job in following this brilliant design and, together with UB, is in danger of putting packaging design back decades.
Stocks Taylor Benson
Leicestershire LE19 4XT