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JIFredesign

 kel l i sandberg 

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Product Name

JIF Peanut Butter

Target Group

The target consumers that Jif is currently aiming toward is moth-

ers. Their slogan is, “Choosy Moms Choose Jif ”. They have been

advertising for mom’s who buy peanut butter for their kids. I thinkthis is a great start but now it’s time to expand to other consum-

ers. I am a college student but I have a peanut butter sandwich

almost every day for lunch. A ton of people love peanut butter, it’s

not only little kids. I want to target young adults with the design

I’m going for.

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brief history

In 1958, original Jif Creamy Peanut Butter was introduced, and

quickly became a favorite. Jif introduced several new varieties overthe years. In 1974, Jif Extra Crunchy peanut butter made its debut

and proved to be a success with adults and children alike. After

the successful response from their consumers, Jif introduced other

products such as Jif with Honey, Jif Natural, Jif Omega-3 and most

recently, Jif To Go.

For more than 115 years, the J.M. Smucker Company has beencommitted to offering consumers quality products that bring

families together to share memorable meals and moments.Today,

Smucker is a leading marketer and manufacturer of fruit spreads,

retail packaged coffee, peanut butter, shortening and oils, ice

cream toppings, sweetened condensed milk, and health and

natural foods.

big ideaMy plan for the redesign is to take bold action and change their

logo. I am considering keeping the colors but toning them down

because when I look at them now, the color combination looks old

and outdated. I am going to create a design that is more modern

and will relate to other users. It will stand out from other peanutbutters because they all have cheesy designs as well. When it

comes to designing food labels, simple is better. The big blocks

of color are distracting and take away from the goodness of the

actual product. I think by doing this redesign, it will reach out to

a wider range of consumers and will stand out from the compet-

itors.

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the big Font is

rainfall

 Arial Narrow. This font will be used for the nutrition facts

label on the back.

This is the subhead font. It’s name isHemmet 

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green appleCMYK: 67, 20, 76, 3

RGB: 95, 155, 101

Pantone: 7730 CHex: #5f9b65

cherry redCMYK: 21, 97, 83, 11

RGB: 181, 39, 53

Pantone: 187 CHex: #b52735

river blueCMYK: 66, 24, 35, 1

RGB: 91, 156, 162

Pantone: 5493 CHex: #5b9ca2

soft sandCMYK: 3, 2, 16, 0

RGB: 245, 241, 246Pantone: 5803 C

Hex: #f6f2d9

peanutCMYK: 24, 35, 59, 1

RGB: 196, 162, 119Pantone: 466 C

Hex: #c3a176

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Original Logo Logo Redesign 

J F

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The logo font is Rainfall. I wanted to change elements about the

logo but still make it recognizable because they have a well known

brand already.

This logo will be placed on the label in front on a jar of peanut

butter.

font

placement