Jules Destrooper has been and still is a proud standard bearer of Belgian biscuit craftsmanship, known the world over for their deliciously timeless qualities. Despite this and like many other iconic brands, they’re never afraid to reassess their brand and take steps to remain contemporary and relevant in the minds of consumers.

Thanks to new in-depth insights harvested from consumer testing across multiple regions, a new strategic goal was identified where packaging will play a prominent role to achieve. Our brief was to bring the brand ever closer to the people and cater for a stronger feeling of accessibility for a broader audience whilst guiding consumers clearly across their extensive biscuit family.

Often in these cases it pays well to keep things simple and focus on enhancing assets your brand already has but has yet to realise. Jules Destrooper has for generations been identified through their prominent use of white and yet this very asset can often be interpreted as cold and uninviting. We decided to address this colour challenge through utilizing their second deep blue brand colour as a balance to the white, providing impact and an extra level of recognizability along the way. Guidance across their portfolio was strengthened through our logo inspired white arrow device that points the way to the biscuits who now pop-out from a blue background. This additionally helps improve pack navigation through a clear left right split between branding information and product visualization. The updated back of pack takes this opportunity to further articulate the brands specific product story, confirming their long-standing relationship with only the finest ingredients for every biscuit recipe.

“It’s the same but different” are the words every successful redesign wants to hear from the mouths of consumers. Powerful brand recognition despite the wholesale altering of your identity is the tricky balancing act each brand needs to contemplate from time to time. Making brands futureproof and ready for the next market evolution that comes along.