You won’t find many of these animals on a farm, but Old McDonald would have been proud to be associated with these fine-looking creatures, all of which his children could be packed off to school with. The scrumptious flavour and shapes of these crackers have been family favourites over many years with most Jamaicans, as those who enjoy the taste off Excelsior Animal Crackers know.
But now, the Jamaican Biscuit Company has really got them all in great shape with a brand new facelift in a brand new package. Bouncing with flavour and freshness, each cracker with the same great taste. Excelsior Animal Crackers has been completely recreated, reshaped, and repackaged in consultation with Getcaught Media, the design, packaging and communications experts, one of the leaders in brand packaging and marketing.
The new animal crackers and packaging made its debut at the recent ‘Children’s Expo” held at the National Arena,

and was an instant success and hit with the hundreds of the younger visitors to the booth, and definitely one of the favourites at the exposition. The creation of the booth, complimented the branding of the package, featuring a fantasy jungle where all the animals were having lots of fun. Many of the children joined in, to experience the waterfall and sounds of the animal world, complete with jungle, plants and all.
The entire creative team was given the mandate for the re-branding and re-packaging of the new animal crackers, under the watchful eyes of Robert ‘Kibo’ Thompson, CEO and Chief Creative Director of Getcaught Media. Working as a team, together with in-house illustrators, graphic designers, and computer artists, each of the 20 animals gradually took shape until the entire family came to life, first on paper, then in the computer, complete with all the contours.
An attractive new full colour

package design was created to replace the old one that was on the market since the first crackers were introduced. A close collaboration between the client, the design team and the printers culminated into what is known as successful brand packaging.
Deborah Collins, Brand Manager of Jamaica Biscuit Company, and Nadine Chin her able assistant, were both proud of the results of an assignment well accomplished, and above all, created, designed, and manufactured in Jamaica by Jamaicans, for Jamaicans.