Packaging News
Robot-food creates new look for Jammie Dodgers packaging
Design firm Robot-food has created a new look for Burton’s Food’s Jammie Dodgers biscuits.
The new packaging is made by Discovery and will be introduced at the beginning of 2011. It is designed to be “more dynamic and fun but with a more realistic style”.
Robot-food said the new hand drawn typeface was a subtle change with more friendly and rounded ‘Jammie’ lettering, but the packs retain the original 1950′s ‘Dodgers’ font, derived from Beano‘s ‘Roger the Dodger’ comic strip.
The lettering has changed from process yellow to cream, offering a retro touch while increasing shelf impact that Robot-food said would enable brand consistency on new products.
Flavours are highlighted with a bold and fun descriptor title, combined with playful photography of the core ingredients for the first time and the pack is finished with marker pen graffiti reading “Everyone loves” followed by the new logo.
Mandy Bobrowski, Jammie Dodgers marketing manager, said: “Robot-food has really captured the essence of the brand’s mischief in the design.”
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