Created by Brad Sant
tableofcontents
the plan
2
style guide
3-4
package design
5
product photo
6
product ad
7-8
theplan 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.
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
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
Font Usage: Headings: Gill Sans Bold - 14pt Sub-Headings: Gill Sans Italic - 12pt Body Copy: Arial Regular - 12pt
styleguide Logo Design:
Original
New
Size Recommenda-
Original B&W
New B&W
- Logo will maintain relative proportions of “J” and “F”. - Black&White will be used only in advertisements.
packagedesign
by brad sant
Original Label
crea m y peanut butter
NETWT 16 OZ (1LB) 454g
New Label
© 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
productphoto
Original
New
productad younger gen audience
NEW container. NEW label.
Same quality.
Stuff your cheeks.
productad upper class audience