Created by Brad Sant

tableofcontents

the plan style guide package design product photo product ad

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theplan
Product Name: Brief History: The Big Idea:

I have decided to redesign the Jif Peanut Butter jar. I think it has been the same for too long and is becoming stale to its current audience as well as the new generation of audience that is being ushered in.

Target Group:

It seems as though the only demographic that buys Jif anymore is the older moms who were around when it’s advertising was stronger. However, now that a newer generation is emerging, a new design and advertising plan must be employed. This is where my idea comes into play.

Jif was created by the J.M. Smucker company in 1958. The Smucker family is known for many of their delicious fruit spreads, packaged coffee, shortenings and oils, ice cream toppings, natural fruit juice and, of course, peanut butter. The Jif Extra Crunchy variation was a hit in 1991 due to it’s fresh roasted peanut taste and balance of creamy and crunchy and has been at the top of the market ever since then. Lately, it’s design has been stagnant and deserves some sprucing up to ensure the legacy of Smuckers’ creation.

The original package for Jif peanut butter is a cylindrical screw-on top with a label which wraps around the middle section and glues together, much like a water bottle label. The cylindrical jar is made from a translucent plastic. I would like to bring it to it’s roots by putting it either in a glass jar or a different color of plastic, perhaps completely opaque. I will make it so that the opening is larger on top, making it less mess to scoop the peanut butter from the bottom or sides of the jar. I will maintain the labeling and it’s colors but lay them out in a different fashion with more contrast and readability. I will maintain the thick lettering to still capture some of its current appearance. It will look similar, yet more cohesively fluent in its design.

styleguide
RGB: 230, 53, 64 CMYK: 0, 93, 75, 3 Pantone: 199C Hex: E73241 RGB: 0, 99, 173 CMYK: 97, 60, 0, 3 Pantone: 660C Hex: 0264AE

Font Usage: Headings: Gill Sans Bold - 14pt
Sub-Headings: Gill Sans Italic - 12pt Body Copy: Arial Regular - 12pt

RGB: 230, 171, 78 CMYK: 90, 0, 100, 0 Pantone: 362C Hex: 00AC4F RGB: 247, 136, 38 CMYK: 0, 57, 96, 0 Pantone: 7409C Hex: F7AA17

styleguide
Logo Design:
Size Recommenda-

Original

Original B&W

New

New B&W

- Logo will maintain relative proportions of “J” and “F”. - Black&White will be used only in advertisements.

packagedesign
Original Label

crea m y
peanut butter
NETWT 16 OZ (1LB) 454g

© BRAD SANT INC. REXBURG, ID 83440 BRADSANT.WORDPRESS.COM PRODUCT NOT FOR RESALE AND MAY NOT BE DISTRIBUTED
QUESTIONS? COMMENTS? CALL 1-206-376-9798

New Label

by brad sant

productphoto

Original

New

productad
younger gen audience

NEW container. NEW label.

Same quality.

Stuff your cheeks.

productad
upper class audience

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