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.
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528988302/2048/jacquet-stratagie-intro.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1578392838/2048/jacquet-strategie-concept3-v2-b-eng.jpg)
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.
![mon img](
https://www.5-5.paris/public_data/diapo/projets/1676912937/1280/2023_jacquet_bio_ssa_2.jpg 1280w, https://www.5-5.paris/public_data/diapo/projets/1676912937/1024/2023_jacquet_bio_ssa_2.jpg 1024w, https://www.5-5.paris/public_data/diapo/projets/1676912937/800/2023_jacquet_bio_ssa_2.jpg 800w, https://www.5-5.paris/public_data/diapo/projets/1676912937/640/2023_jacquet_bio_ssa_2.jpg 640w, https://www.5-5.paris/public_data/diapo/projets/1676912937/320/2023_jacquet_bio_ssa_2.jpg 320w )
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528902354/2048/jacquet-stratagie-champ.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528972312/2048/jacquet-identite-motif2.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528980766/2048/jacquet-identite-logo3.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528973359/2048/jacquet-identite-agriculteurs-3.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528972770/2048/jacquet-identite-jaime3.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1528992989/2048/jacquet-identite-pictos.jpg)
![mon img](https://www.5-5.paris/public_data/diapo/projets/1529056883/2048/jacquet-identite-couleur2.jpg)
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.
![mon img](
https://www.5-5.paris/public_data/diapo/projets/1528897921/1280/2023_jacquet_complet.jpg 1280w, https://www.5-5.paris/public_data/diapo/projets/1528897921/1024/2023_jacquet_complet.jpg 1024w, https://www.5-5.paris/public_data/diapo/projets/1528897921/800/2023_jacquet_complet.jpg 800w, https://www.5-5.paris/public_data/diapo/projets/1528897921/640/2023_jacquet_complet.jpg 640w, https://www.5-5.paris/public_data/diapo/projets/1528897921/320/2023_jacquet_complet.jpg 320w )
![mon img](
https://www.5-5.paris/public_data/diapo/projets/1529058323/1280/jacquet-packaging-pave.jpg 1280w, https://www.5-5.paris/public_data/diapo/projets/1529058323/1024/jacquet-packaging-pave.jpg 1024w, https://www.5-5.paris/public_data/diapo/projets/1529058323/800/jacquet-packaging-pave.jpg 800w, https://www.5-5.paris/public_data/diapo/projets/1529058323/640/jacquet-packaging-pave.jpg 640w, https://www.5-5.paris/public_data/diapo/projets/1529058323/320/jacquet-packaging-pave.jpg 320w )
![mon img](https://www.5-5.paris/public_data/diapo/projets/1529059204/2048/23-02-20-jacquet-gamme.jpg)
![](https://www.5-5.paris/public_data/diapo/projets/1528980320/jacquet-packaging-animation-hotdog-1000x667.gif)