Jacobs Club is a brand we all know and many will have fond memories of the original Club Milk snack bar. Over the years, the range has expanded with additional flavours and new products including Club Wafer in peanut and chocolate varieties. Having previously worked on the packaging for those two SKU’s, we were briefed to develop a new sub brand – Club Chunky. The brief was for big & bold so we looked at the core Jacobs Club brand – taking the iconic yellow roundel, Jacobs and Club logo and tweaked the proportions to incorporate a heavy (read ‘Chunky’) typeface and bring the product shot into lockup with the logo and roundel. The brief required a stripe be incorporated into the design, so we developed a colour palette that complemented and contrasted with the lockup with an alternating stripe that referenced the category cues for both flavours. We also commissioned and art directed product photography as opposed to illustration or CGI for the front of pack bars and leveraged the foil outer wrap substrates to create a high metallic sheen on alternate stripes for strong standout on shelf.
In addition to the inner and outer wraps, SRP’s and FSDU’s were developed for retail shelves and floorspace promotion, with editorial print adverts and mailshots also designed.

ClientJacobsProjectClub ChunkyServicesPackaging Design, Creative Direction, Art Direction on Photography and Food Styling, Artwork Finishing, Prepress