Associated British Foods


Audit, Creative strategy, Range architecture, Visual Identity, Pack.

The challenge

The original granola and cereal bar creator had, over time, lost its masterbrand purpose, and the range lacked a coherent identity. Although perfectly positioned at the crossroads between natural wholesomeness, sustainable sourcing and great taste, Jordans’ identity didn’t live up to its products.

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The approach

Our new creative strategy delivered the essence of the brand- naturally delicious- with distinction.

We were single minded in creating the Masterbrand consistency that the brand was lacking. To invite people in, we imagined a richer visual world that celebrates what makes Jordans different.

A refreshed marque and new assets were created to tell this story on pack and off pack, and we teamed up with photographer Howard Shooter for a bespoke shoot. A new architecture and identity brought cohesion, easing navigation between ranges.

The result

A strong and proud Masterbrand identity that unites the Jordans’ range and delivers it’s unique, naturally delicious proposition.

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“Bloom delivers both complex strategic work and very strong creativity which help solve the business problems we shared with them. They get stuff done, and done brilliantly.”

James Thompson


“Bloom are the best agency I have met at leading design thinking.”

Jeremy Lindley

Global Design Director, Diageo

“We were seeking to transform our identity. Bloom’s impressive work, in terms of strategic thinking and creative ideas, presented us with exactly what we were looking for quickly and collaboratively.”

Scott Lloyd

Scott Lloyd, CEO, LTA

“If you have a project where brand and strategic thinking are critical to its success, Bloom is a great partner.”

Eduardo Burg

Brand Director, Danone

“Bloom have great strategic thinkers who cut to the heart of business problems coupled with some real flair and high level creativity. They have helped us to be brave and take great strides on our brands to cut through in a crowded marketplace to grow our business.”

Nick Robinson

Managing Director Brands & CMO, Kerry Foods

“I have worked with Bloom for over 7 years and know them to be a highly agile, strategic and creative design partner who always deliver work of the highest quality.”

David Gates

Managing Director Diageo Futures, Diageo

Also see

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