JIF

redesign
kel l i sandberg
table of contents
plan
PAGES 2-3
style guide
PAGES 4-5
logo design
PAGES 6-7
package design
PAGES 8-9
package construction
PAGES 10-11
product photography
PAGES 12-13
advertisement
PAGES 14-15
Product Name
JIF Peanut Butter
Target Group
The target consumers that Jif is currently aiming toward is
mothers. Their slogan is, Choosy Moms Choose Jif. They
have been advertising for moms who buy peanut butter
for their kids. I think this is a great start but now its time
to expand to other consumers. I am a college student but I
have a peanut butter sandwich almost every day for lunch.
A ton of people love peanut butter, its not only little kids.
I want to target men and women aged 17-30. This is a
group that interacts with others on social media sites. I am
going to incorporate this into my campaign. This will get
people talking about JIF and interacting with each other.
plan
2
Brief History
In 1958, original Jif Creamy Peanut Butter was introduced,
and quickly became a favorite. Jif introduced several new
varieties over the 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
been committed to ofering 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 cofee,
peanut butter, shortening and oils, ice cream toppings,
sweetened condensed milk, and health and natural foods.
Big Idea
My 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combination looks old and outdated.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 peanut butters 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
competitors.
3
main Font is
rainfall
Arial Narrow. This font will be used for the nutri-
tion facts label on the back.
This is the sub-
head font. Its
name is Hemmet
style guide
4
Green Apple
CMYK: 67, 20, 76, 3
RGB: 95, 155, 101
Pantone: 7730 C
Hex: #5f9b65
cherry red
CMYK: 21, 97, 83, 11
RGB: 181, 39, 53
Pantone: 187 C
Hex: #b52735
river blue
CMYK: 66, 24, 35, 1
RGB: 91, 156, 162
Pantone: 5493 C
Hex: #5b9ca2
soft sand
CMYK: 3, 2, 16, 0
RGB: 245, 241, 246
Pantone: 5803 C
Hex: #f6f2d9
peanut
CMYK: 24, 35, 59, 1
RGB: 196, 162, 119
Pantone: 466 C
Hex: #c3a176
5
logo design
font
The logo font is Rainfall size 350pt. I wanted to change
elements about the logo but still make it recognizable
because they have a well known brand already.
placement
This logo will be placed on the label in front on a jar of
peanut butter.
size
The size of the logo varies because of the diferent sizes of
jars. But it will be approximately .3 inches from the top
and .3 inches from the bottom.
6
Original
Logo
Logo
Redesign
7
package design
8
9
package construction
10
11
product photography
Before
12
After
13
advertisement
Magazine Ad
For my magazine ad I chose show the wide variety of
snacks that are possible with JIF peanut butter. I want to
appeal to men and women aged 16-30. This is the age
group that uses diferent forms of social media which is
why I wanted to open up a discussion for them. This allows
them to have a voice and know that we care about what
they think. This will also give peanut butter consumers
ideas about unique snacks that can eat.
14
15
Now what are you waiting for?
Go get some jif peanut butter!