Enterprise IG packs for new Jammie Dodgers range

Jammie Dodgers is to launch its first ever brand extension this month, with pack designs by Enterprise IG.

The iconic children’s biscuit brand will be available in two additional flavours, named by the consultancy as Jammin’ with Vimto and Vanilla Thriller.

Jammie Dodgers owner Burton’s Foods appointed Enterprise IG to the work in autumn last year after holding creative presentations.

Aiming to avoid over-complicated typography in the designs, Enterprise IG has selected a typeface that will communicate the ‘fun and cheekiness’ of the brand. The back-of-pack nutritional information is presented with illustrations and colloquial language.

‘The designs are not just about the front of the packs, but about treating the packaging as a totality,’ Enterprise IG managing creative director Pete Hollingsworth explains. ‘The back-of-pack becomes such a vital part of a branded vehicle. It can offer brand essence as well as a greater experience [for consumers].’

Jammie Dodgers was rebranded by Vibrandt in 2001.