Robot-food rebrands Jammie Dodgers

Harrogate agency Robot-food has redesigned Jammie Dodgers' branding and packaging.

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".

Robot-food's design director, Mike Shaw, said: “I’ve worked on a lot of major rebrands in my career and this has been the most fun and rewarding. It’s been such a great project for us as we’re a young business with a lot to prove.

"Jammie Dodgers has been a much-loved biscuit for years and we’re excited to have been given so much freedom with such an iconic brand."

Robot-food's designs will hit supermarket shelves in January 2011, followed by two new products under the 'Dodgers' brand.

The agency is now working on in-store promotional design and the redesign of other Jammie Dodgers products including Minis and Snack Bites.

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