Back to the future for Jammie Dodgers

RETRO biscuit Jammie Dodgers has undergone a makeover by a Yorkshire branding specialist.

Robot-Food, based in Harrogate, has redesigned the packaging for the biscuit range, which is owned by Burton Foods.

Unable to find any historic packaging archives, the firm's starting point was to make Jammie Dodgers appear more "Jammie Dodger-like".

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According to the company, the logo is now much more of a jam splat shape and is more realistic in colour and style.

The original 1950's Dodgers font, derived from the Roger the Dodger comic strip in The Beano is retained, with a heart shape added to the centre of the 'O' to reflect the heart of the biscuit. The lettering has changed from process yellow to cream, a retro touch which it hopes will increase shelf impact.

The pack design has also changed, with the product shot preceding the logo. The backdrop is a huge sunburst that draws on the brand's 1950s heritage.

Robot-Food has highlighted each flavour with a bold descriptor title and combined it with photographs of the core ingredients for the first time.

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Each pack is finished off with a dose of marker pen graffiti, reading "Everyone loves" followed by the new Jammie Dodgers logo.

Mike Shaw, Robot-Food design director, said: "I've worked on a lot of major rebrands in my career and this has been the most fun and rewarding.

"It's been such a great project for us as we're a young business with a lot to prove. Jammie Dodgers has been a much loved biscuit for years and we're excited to have been given so much freedom with such an iconic brand."

Robot-Food's new design will hit supermarket shelves in January, followed by two new products under the Dodgers brand.

The agency is currently working on in-store promotional design and the redesign of other Jammie Dodgers products such as Minis and Snack Bites.

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