Jkr Creates New Design for McVitie’s Jaffa Cakes

The design aimed to bring the McVitie’s Jaffa Cakes family to life, to engage retailers and consumers alike.

12/8/2010 --- This year, the McVitie’s Jaffa Cakes team decided they wanted to take over the Christmas aisle, introducing some new characters to the brand.

Briefed to redesign the classic “yard box”, jkr created a family of McVitie’s Jaffa Cakes Christmas characters including an elf, penguin, snowman, reindeers and a Santa that utilises the brand’s key equity of orange peel in a fun and festive way. The design aimed to bring the McVitie’s Jaffa Cakes family to life, to engage retailers and consumers alike.

“McVitie’s Jaffa Cakes have a very loyal consumer base who love the product and the cheeky, unique brand personality, which we were able to capture in the characters” says Donna Trist, Design Director, jkr. “Being able to use the product itself as the nose of the reindeer and orange peel to make a penguin is a testament to the iconic nature of the brand and the strength of its equities.”