Caffé Di Milano is a premium wafer range from Jacobs. Having established the brand in the biscuit, confectionery and convenience categories – the team wanted to reposition their chocolate wafer roll range in the Christmas gifting category and brought their chocolate and caramel fill variants together. The brief was to differentiate this SKU completely from the core retail range and create a table top presentation box – so we began by stripping back the illustrative elements from the core range in favour of a deep textured purple, reworked the established shield device in the logo, embossing it for a tactile touch on shelf and finished with a muted spot gold ink. We commissioned new photography that really focused on the indulgent flavour cues of chocolate and caramel, set off a slate texture base. These dominate the front of pack and also continue round to the rear, with individually photographed elements brought together to create a strong visual taste appeal on pack, as the slate merges seamlessly into the textured purple background.

ClientJacobsProjectCaffé Di Milano Festive SelectionServicesArt Direction, Packaging Design, Artwork Finishing, Prepress