Jacquet takes their product photography to whole new level with their small figurines working hard to depict the purpose of the food. From farmers collecting wheat to a team applying the sesame seed to bun, it’s a good family fun.
“In the past, Jacquet has showcased its expertise as a bread maker, 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 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 french wheat growers.”
“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 plowed by man. Colored, graphical depictions of the french countryside, enhanced with script font and hand-drawn symbols to reaffirm the brand’s human values.”
Agency: 5•5
Location: Paris, France
