JIFredesignkel 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 mom’s who buy peanut butter for their kids. I think this is a great start but now it’s 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, it’s 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 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 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keeping the colors but toning them down because when I look at them now, the color combination looks old and outdated.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. It’s name is Hemmet

style guide

4

Green AppleCMYK: 67, 20, 76, 3RGB: 95, 155, 101Pantone: 7730 CHex: #5f9b65

cherry redCMYK: 21, 97, 83, 11RGB: 181, 39, 53Pantone: 187 CHex: #b52735

river blueCMYK: 66, 24, 35, 1RGB: 91, 156, 162Pantone: 5493 CHex: #5b9ca2

soft sandCMYK: 3, 2, 16, 0RGB: 245, 241, 246Pantone: 5803 CHex: #f6f2d9

peanutCMYK: 24, 35, 59, 1RGB: 196, 162, 119Pantone: 466 CHex: #c3a176

5

logo design

fontThe 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.

placementThis logo will be placed on the label in front on a jar of peanut butter.

sizeThe size of the logo varies because of the different 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 photographyBefore

12

After

13

advertisement

Magazine AdFor 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 different 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!