DANONE
JACOB'S BISCUITS
Feeling Good
To reassert its power as the category leader, Jacob’s visualized health and nutrition on package to communicate its “feel good” promise more effectively.
WHAT WE DID
Category Audit Upgrade Total Brand Identity: Danone logo Treatment and Integration Jacob’s Biscuits’ logo Visual Language & Hierarchy Package Range Redesign Product Photography & Retouching
CHALLENGE
Jacob’s Biscuits were well-loved among mature customers in Southeast Asia. To expand to a younger audience, Jacob’s needed to revitalize positioning, packaging and logo designs, while at the same time taking care not to alienate core customers with the new look and feel of this trusted household brand. In addition, Jacob’s “Feel Good” brand promise telegraphed essential nutrition information important to consumers seeking a well-balanced diet. This promise needed to carry over to all elements of the brand.
SOLUTION
Jacob’s strong equity was built on three core packaging elements: a familiar logo, a detailed wheat sheath graphic, and a muted color palette of blues and yellows. These elements inspired a more contemporary version that features an energetic, sunny yellow paired with the original blue color palette, a more modern typographic style, and an interpretive rendering of the wheat sheath. We condensed the “Feel Good” promise from a type-heavy ingredients list to a heart-shaped icon with bold graphics providing a quick read of nutrient contents.
Jacob’s updated package design revitalized its brand identity by highlighting its “Feel Good” promise.
Jacob’s range of “feeling good”