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Re-branded: Jammie Dodgers
Harrogate agency Robot-food has redesigned Jammie Dodgers' branding and packaging, and won an industry award and some Take That Tickets for their work.
Burton's Foods briefed the agency to handle a "full rebrand" of Jammie Dodgers after working with it on a new snack bar product in July.
Unable to find any historic packaging archives, Robot-food said its starting point was to make Jammie Dodgers appear "more Jammie Dodger-like".
The new logo features a more prominent jam "splat" and a hand-drawn typeface to make the brand appear more fun.
Its original 1950s Dodgers font, derived from Beano's 'Rodger the Dodger' comic strip, has been retained, but the lettering has changed colour from process yellow to cream to help the packaging stand out.
The pack design itself "has changed beyond recognition", according to Robot-food. Its backdrop is now a huge sunburst "that draws on the brand's 1950s heritage and offers great opportunity for some vivid product colour differentiation".
Each pack is finished off with a dose of graffiti text reinforcing messages such as "Full of mischief but no artificial additives".