Jacobs Utvalgte («Jacob´s Selected») is developed in cooperation with the largest grocery retail group in Norway holding a 40% market share, NorgesGruppen. The brand is the first premium own brand of the retail group and currently consists of around 150 SKUs in the marketplace. Professionals with passion for good quality ingredients, flavour, heritage and provenance select the products to part of the brand.

We were commissioned by NorgesGruppen to help establish the brand through the creation of name and a strong visual identity and packaging solution that would deliver shelf impact across a vast number of products across many different categories. The visual identity had to keep a distinct layout while still communicating the taste and quality of the products.

The design communicates an immediate feeling of quality by the simplistic combination of black surfaces and tempting food pictures. The guarantee symbol and information ribbon add credibility and trust to the brand, and help differentiate between the different products consumer benefits. The design solution leaves a distinctive sense of contemporary craft and is easily recognizable across the different product categories.

It has become a huge success for the distributor Meny of NorgesGruppen and new products are continuously distributed to the marketplace.