Markdown file:
PDF file:
OR COPY/PASTE THE FOLLOWING TEXT
Use this document as a comprehensive reference for creating brand-aligned content for Jacob. Everything below represents the brand's identity, voice, visual direction, product details, and positioning. Follow these guidelines closely when producing any content — copy, visuals, video, social, partnerships, or campaigns.
Jacob is a premium protein bar brand. The website is eatjacob.com. Jacob currently sells three flavors of protein bars — Vanilla, Chocolate, and Berry — plus a Variety Pack. The bars are available direct-to-consumer, on Amazon, and in retail stores including a 477-store Sprouts Farmers Market launch.
Jacob is not a wellness brand. Jacob is a food brand that happens to make food that's good for you.
People are exhausted by wellness culture. The endless contradictory advice, the optimization theater, the performative health signaling — it's made eating well feel like a full-time job. People don't want another brand lecturing them about "fueling their potential." They want to eat something good and get on with their lives.
Jacob represents "post-optimization adulthood." It's for people who did the research, made their choices, and moved on. Who care about health the way they care about their credit score — they've handled it, they check in occasionally, but it's not a personality.