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Overview

Jacquet brand commissioned studio 5•5 to create its new brand and packaging identity. 

Strategy

In the past, Jacquet has showcased its expertise as a breadmaker, as in the brand's previous logo which depicts hands kneading dough. But in the country of the baguette, it is hard to compete with the know-how of local bakers. We have also decided to refocus the Jacquet identity on what Jacquet really are – farmers, before bakers. Not many people know that Jacquet is first and foremost a cooperative of over 700 Auvergne wheat growers who operate a farm-to-product process that is 100% French. 

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Branding

The new visual identity that we have imagined for Jacquet highlights the uniqueness of this brand which belongs to a cooperative of French farmers who grow wheat to make bread. Its agricultural roots are now expressed by an identifying motif depicting furrows in a wheat field ploughed by man. Coloured, graphical depictions of the Limage countryside, enhanced with script font and hand-drawn symbols to reaffirm the brand's human values. An immediately understandable graphic style that culminates in a logo now underscored by a furrow, to ensure perfect consistency with all the elements that comprise this new brand universe, reflecting its business culture.

The promotional film was produced by the Nouveau Monde agency. 

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Packaging

More than 130 products have been rebranded with Jacquet's new identity. This total revamp means the brand can find its way onto shelves with a new colour identity, a beige inspired by wheat and flour. By partially breaking from the established practices of other sandwich-bread brands, our new range stands out and attracts consumer interest. On the packaging, the identifying pattern of furrows is repeated on every side to form a landscape and becomes a theatre of agricultural scenes depicting the values of this cooperative. 

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