JACOB'S BISCUITS BRAND REFRESHED BY DESGRIPPES GOBE HONG KONG

Danone Malaysia has revitalized its popular Jacob’s range, one of the best-selling brands of biscuits in Southeast Asia.

(Hong Kong, July 2006)

The Jacob’s brand, originally from the UK, has been marketed in Asia for over 50 years.  The Jacob’s range of products has grown from plain crackers, to now include traditional tea crackers, fortified biscuits and snacking products. The brand’s "Feel Good” promise speaks a dual message of indulgence and nutrition, so vital to consumers across the region.

Danone sought the services of Desgrippes Gobe’s Hong Kong office to breathe new life into the established range of products.  While a trusted choice of consumers around Southeast Asia, Jacob’s needed to create more impact at point-of-sale and appeal to a more youthful target, while not alienating its more mature, loyal customer base.  Additionally the brand sought to create a clear range architecture while also supporting the “Feel Good” proposition.

The solution started with a complete brand "check-up" of the product within its competitive set.  Jacob’s yellow branding was a strong equity to be retained and the newly refreshed branding features a more energetic, sunny yellow color.  The brand identity was also refreshed, using a more modern and friendly typographic style, retaining the blue color and adding dimension to the brand name and ‘wheat sheath apostrophe’.  Variants are clearly distinguished with a premium ribbon effect, using a spectrum of healthy colors to differentiate each product.  A new icon illustrates the dual “Feel Good” message via animated figures celebrating health and nutrition.

"As the new product design has been progressively replacing the previous design in store, it has been a dramatic demonstration of how a leading brand can visually reassert its power", commented Craig Briggs, Managing Director Asia for Desgrippes Gobé. "Side-by-side you see a Jacob’s brand that projects more energy, nutrition and desire than previously – but without losing any of its power as a quality, trusted friend".

The new Jacob’s design began reaching supermarket shelves in February and is progressively rolling out across the region.


For more information, contact:
Craig Briggs, Managing Director, Asia
Desgrippes Gobé Hong Kong
Phone: +852-3106-8722
Email: cbriggs@dga.com

About Desgrippes Gobé
Desgrippes Gobé is a leading design and brand consultancy with offices worldwide in Paris, New York, Brussels, Hong Kong, Tokyo, Shanghai and Seoul. Since its founding in 1971, Desgrippes Gobé has been a pioneer in developing branding solutions for companies across many industries in Europe, Asia and the Americas. We have created powerful and successful brand identity programmes, as well as packaging, environmental and digital branding solutions that support our clients’ business objectives and enhance their brand strength.

About Desgrippes Gobé Asia
Desgrippes Gobé’s first Asia office, in Tokyo, was established in 1991.  Now with operations in 4 offices across Asia in Seoul, Hong Kong and Shanghai, the Group’s strategic branding approach is applied across a spectrum of industries and for a variety of branding applications, ranging from strategy for brand creation and re-positioning, packaging and shape design, corporate and brand identity, naming and retail environments.