ABOUT

Looking to broaden its appeal as a desirable and modern snacking brand, and reinstate its iconic status, in an increasingly competitive and changing world of savoury snacks, Jacob’s challenged Pearlfisher to create a contemporary visual identity.

Our impactful big idea - “Baked in” - celebrates and honours Jacob’s baking expertise and heritage and inspired our approach to the redesign - taking the emotion of baking into snacking to build a contemporary interpretation of the great story of Jacob’s.

By amplifying the brand’s most-recognised and loved equities to create a modern, vibrant and robust visual identity - and the creation of a new geometric pattern of crackers to form a wall of Jacob’s on shelf – we are building greater recognition and reinforcing brand equity and stand-out or the future of one of Britain’s most-loved and iconic brands.