Jacob’s biscuits has just launched a new logo design and packaging in order to bring it up to date ready for the start of a £10 million campaign.
This is smart and charming update, keeping an air of the built up heritage but bringing it into a new era. That said I’m unsure whether dropping the reference to ‘since 1885’ is a mistake or not.
As you’ll see from the previous logo design below it was overdue a refresh and the above works perfectly in my mind. The designers have added a new strapline ‘Baked to delight’, retained the black diamond and removed the apostrophe in order to simplify.
![Jacob's biscuits new logo design and packaging update 2 Previous logo design](https://dot-design.co.uk/wp-content/uploads/2015/01/Old-logo.gif)
The new packaging design below does work well, although I’m unsure about the actual food shot, seems abit old fashioned and the placement a little off.
![Jacob's biscuits new logo design and packaging update 3 Jacobs packaging design](https://dot-design.co.uk/wp-content/uploads/2015/01/68584_Jacobs-Cream-Crackers-3D.jpg)
Overall a solid update adding a fresh contemporary feel to the brand and making it more relevant to todays consumer.