Jacobs EliteSpecial Moments

Packaging Design

The Brief

The Jacobs team were looking to move the Elite Special Moments brand into the confectionery space with the introduction of chocolate coated cream wafer variants. Having already established the brand on the biscuit aisle, this new format would sit in both the biscuit aisle as a multipack and strive to open a new market in the convenience category as a single unit.

The brief was looking for premium indulgence to be communicated in the packaging aesthetic. Initially, two flavour varieties were being launched to the market, a hazelnut cream and chocolate cream.


My approach was focused on bringing out the premium positioning of the product in the design. Working with the brand team, we commissioning a bespoke 3D rendering of the bar. A supporting graphic device was created for each flavour; rich, indulgent chocolate and hazelnut composites sitting in a flowing lock-up with the Elite brand shield device. The chosen colour palettes maintain a link to the core Special Moments range, whilst conveying the flavour variants for strong differentiation on shelf, with a combination of hand drawn and more formal typefaces creating an inviting contrast in tone of voice.

Jacobs Elite Wafer Hazelnut bars mockup
Elite Hazelnut Cream Wafer


The metallic foil substrate was finished with a matt lamination, providing a tactile satin sheen to both the outer and individual bar wraps ; a luxurious packaging design solution for a luxurious, confectionery treat.