As the world of savoury snacking grows ever more diverse and competitive, category leader, Jacob's, needed a contemporary visual identity that would broaden its appeal and reinstate its iconic status to modern consumers.
Our impactful big idea – “Baked in” – celebrates and honours Jacob’s baking expertise and heritage, building the emotion of baking into snacking to create a contemporary visual identity to tell the great story of Jacob’s. By refining and amplifying the brand’s key equities – and creating a bold geometric ‘wall’ of Jacob’s crackers on shelf – we have creatively re-asserted Jacob’s stand-out and opened up a new world of opportunity as a modern, desirable and iconic snacking brand.