Jordans Cereals was born in 1972 when brothers Bill and David returned from an adventure in California back to the UK, determined to introduce the Brits to the delicious, wholesome goodness of granola. It took some time, but the brand finally made its way to Australia’s supermarket shelves in 2012.
The Jordans core business comprises a range of Granola in 500g resealable bags and a range of Clusters in 500g boxes. In 2019, Jordans identified an opportunity to revitalise the brand with new packaging graphics, so the team enlisted the help of trusted agency Davidson Branding to help meet this objective. Given breakfast cereals is a mature category with a large number of competitive brands, there was an opportunity for Jordans to refresh the packaging and attract new consumers whilst remaining recognisable to those who already knew and loved the brand.
Davidson gave a brand new identity to the Jordans Core range. We wanted to highlight not just the product being of the highest quality, but also the company’s mission to help out farmers and the native wildlife through the Jordans Farm Partnership. Speaking to the core values of the brand, we placed two keywords that encompassed the essence of Jordans Cereals on the back of both Core products – ‘tasty’ and ‘wholesome’.
Davidson addressed the naming hierarchy to its two core products from CRISPY Oat Clusters and CRUNCHY Oat Granola to Crispy Oat CLUSTERS and Crunchy GRANOLA. As the Jordans logo was relatively recessive and there was a desire to increase brand awareness, we increased its size so that it was far more prominent and featured it on a quarter of the main selling face; we also made it distinctly noticeable by changing its colour to black. The previous packaging colour of choice, beige, was replaced with warm cream and brighter variant colours which photographed beautifully.
To enhance the appetite appeal, which was lacking in the past, we photographed the range from above; focusing on the serving suggestion, with fresh fruit and yogurt dynamically falling into the bowl. A lifestyle feel was incorporated by including the hessian napkins with the variant colour which helped to ease the navigation of the range. As the Granola was housed in a bag with a window, we saw the opportunity for the window to be the actual product highlighted on top of a spoon. A sprinkling of the product and fresh produce were placed around the edge of the bag to help further create the appetite appeal.
The scope of this project with Jordans included naming, design of packaging and food photography. Davidson successfully revamped the two separate ranges of the Jordans Core range, giving them a fresher identity which highlighted their individuality whilst still clearly communicating that they are part of the same brand family. Since the redesign, the shelf stand-out is stronger, and the quarterly growth rate of the Jordans Core range was recorded at +29%, proving that the brand has become a breakfast staple Australia-wide.