Jammie Dodgers is an iconic and well-loved brand with distinctive equities. In order to support future growth, Jammie Dodgers needed to improve consistency across its product offerings while simultaneously differentiate between flavours and format extensions.
Coley Porter Bell's strategy involved turning the positive nostalgia associated with Jammie Dodgers into excitement. To achieve this, the studio converted the brand's most unique emotional and functional aspects into an ownable brand idea.he product: the love heart."

Since the strategy involved holding onto the distinctive assets that Jammie Dodgers has had for many years, the studio sought to optimise the jam splodge to give it more energy. I worked with the designers at Coley Porter Bell to refine and refresh the cartoon-style typography ensuring that it is readable but still “light hearted and fun whilst retaining recognition and distinctiveness of the original design.