Cereal brand Jordans will unveil a new packaging identity today created by design consultancy Pearlfisher.
Pearlfisher won the business following a proposal pitch. According to creative partner Jonathan Ford, Pearlfisher and other competing consultancies refused to carry out a paid creative pitch.
Ford says he sees this as a current trend as it demonstrates the ‘value of chosing a consultancy based on its track record’.
Appointed to the packaging overhaul in September 2007, Pearlfisher has just completed working on the entire Jordans range.
The redesign for Jordans muesli range will appear on Asda shelves nationwide today, before being rolled out to other supermarkets in the next two weeks.
Country Crisp cereal and Frusli bars will relaunch later in the year.
Ford says Pearlfisher was briefed to address Jordans new brand positioning, which aims to focus on taste and present a ‘unified identity’ following an expansion of the range.
The logo has been modernised placing more emphasis on Jordans mill motif and a clear window placed on the front of the packet, to ‘communicate taste’, according to Ford.
He adds that too much cereal packaging uses the ‘big logo with a bowl and a splash of milk approach’, and this was something Pearlfisher was keen to avoid.