Created by Brad Sant

tableofcontents

the plan

style guide

package design

product photo

product ad

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Product Name: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.

Brief History: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 Big Idea: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.

theplan

styleguide

RGB: 230, 53, 64CMYK: 0, 93, 75, 3Pantone: 199CHex: E73241

RGB: 0, 99, 173CMYK: 97, 60, 0, 3Pantone: 660CHex: 0264AE

RGB: 230, 171, 78CMYK: 90, 0, 100, 0Pantone: 362CHex: 00AC4F

RGB: 247, 136, 38CMYK: 0, 57, 96, 0Pantone: 7409CHex: F7AA17

Font Usage:

Headings:Gill Sans Bold - 14pt

Sub-Headings:Gill Sans Italic - 12pt

Body Copy: Arial Regular - 12pt

styleguide

Logo Design:

Original Original B&W

New B&WNew

Size Recommenda-

- Logo will maintain relative proportions of “J” and “F”.

- Black&White will be used only in advertisements.

packagedesign

creamypeanut butter

NET WT 16 OZ (1LB) 454gQUESTIONS? COMMENTS?

CALL 1-206-376-9798

by brad

sant

© BRAD SANT INC. REXBURG, ID 83440BRADSANT.WORDPRESS.COMPRODUCT NOT FOR RESALE AND MAY NOT BE DISTRIBUTED

Original Label

New Label

productphoto

Original New

productad

NEW container. NEW label. Same quality.

Stuff your cheeks.

younger gen audience

productadupper class audience