Modernization of a traditional brand

JACOBS Krönung without "Verwöhnaroma"

JACOBS Krönung ohne Verwöhnaroma

The redesign of the iconic Coffee brand JACOBS. It is always interesting to see how traditional brands implement this balancing act.

I like:

✅ Recognizability thanks to the retention of the typical colors green and gold

✅ Logo now forms a unity thanks to uniform color design

✅ High quality through the embossing & the addition “Signature”

✅ Tradition through better visibility of “Since 1895” and the signature of Johann Jacobs

✅ Modernity through less glossy packaging, sans serif typography and the replacement of the coffee mug

But there are also questions:

❓ Loss of emotionality – due to a more static structure and the abandonment of the iconic and emotional brand promise “with the magical pampering aroma”. New claims such as “full aroma, carefully roasted” sound good, but are interchangeable.

❓ The red “wonderful” claim attracts a lot of attention and is not clear to me

My conclusion:

A successful mix of tradition, modernity and quality – even if the iconic character seems to have been lost a little.

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#brandintegritycreator #brandtransformation #strategicbrandmanagement #PackagingDesign #Modernization

LinkedIn Post: January 27, 2025 by Katja Wagner

https://www.linkedin.com/posts/katja-wagner-28a05834_integritydesignhamburg-brandtransformation-activity-7289665966580416512-bPte?utm_source=share&utm_medium=member_desktop