Designer collaboration is the way forward for brands who want to inject style into their products, and now baked snack maker Jacob’s has teamed up with British knitwear design trio, SIBLING, to create a limited edition cracker tin that will fit nicely in any fashionista’s kitchen cupboard. (I kind of love the idea of food brands working with high-end designers to bring their packaging into another realm.)
SIBLING, who are well known for their strong use of colour and love of traditional knitting techniques, have used their unique knitwear designs as inspiration for their redesign of the traditional Jacob’s Cream Cracker tin.
Twenty of the limited edition leopard print tins are now on sale on eBay, with all proceeds going to FareShare, the UK’s largest food redistribution charity.
I had the opportunity to interview SIBLING Joe Bates (wearing the great hat, right) about the project and his own work:
TSL: Sibling is an 'in the know', unique, high fashion brand; not the typical choice for collaboration for such a ubiquitous company such as Jacob's - someone there knows their fashion! When you were first approached with the idea did you see it as an opportunity to introduce Sibling to a wider market?
JB: SIBLING are always keen to reach as broad an audience as possible. We get approached by many companies to collaborate so we have to be very careful who we choose to partner with. Jacobs came with a fun proposal that made us smile....so choice made.
TSL: You referenced Jacob's packaging colours for your striking argyle and leopard print tin design - was this combination an obvious choice or did you try other patterns and textures first?
JB: Colour is a fundamental to the SIBLING DNA, we embrace it wholeheartedly so utilising the Jacobs livery was not a challenge we couldn't meet. The patternation was based on our usual play on historical and traditional knitting, then we put that together with a bit of rebel spirit.
TSL: What is it like designing as a trio?
JB: Lovely, it means there's always someone to confer with which makes it great for expanding ideas very quickly.
TSL: I hear Sibling are big snack fans - what is your favourite Jacob's snack?
JB: The Cream Cracker of course, the original and the best.
TSL: Where do you take inspiration from for your designs?
JB: Most often the inspiration will start from a single image. Being very passionate about reportage photography means that it is normally a single photographic portrait that will really fire things off.
JB: The most recent is the finale piece from S/S15 SIBLING menswear catwalk show. It's a giant raffia piece, a real show stopper in red raffia, it was representative of the feeling of being 'cock of the walk' when you're dressed to the nines in your youthful rebellion stage.
TSL: Who would you most like to wear your clothing?
JB: We have a litany of celebrities who have worn SIBLING, in fact some of our real heroes, Debbie Harry bought a SIBLING dress when she played Manchester, you can't top that in our book.
TSL: Any words of wisdom to share with aspiring designers?
JB: Work hard and be nice to people.
What great advice. Thank you, Joe!
You can buy your own Sibling-designed Jacob's cracker tin here, and keep up with Jacob's at #SnackHappy.
FareShare is a unique charity fighting hunger and its underlying causes by providing food to more than 1,290 local charities and community organisations across the UK, including homeless shelters, children’s breakfast clubs, women’s refuge centres and luncheon clubs for the elderly, helping to feed 62,200 people every day.