2 A new adventure:
packaging experience:
Never Grow Up
4
the label
25
Refreshing a classic
5
product lines
26
in a few words
6
inverse color
30
mood board
7
wallpaper pattern
31
silhouettes
32
label icons
33
visual branding: early concepting
9
label text
34
whittling it down
10
label system
35
the logo
11
sizing it up
12
further applications:
under construction
13
large scale mark
37
logo Typography
14
apparel
38
Type Talks
15
paper goods
39
secondary marks
16
web & mobile
40
logo don’ts
17
Brand color
18
Brand typorgraphy
22
4
E
stablished in 1920, Peter Pan peanut butter is a symbol of family fun and neverending youth. As timeless as J.M Barrie’s play, the simple, delectable joy of Peter Pan provides a well of nostalgia for all fanatics. Moving forward Peter Pan will emphasize the larger world of Pan’s ‘‘Neverland”, imbuing the brand with a more encompassing aura of magic and adventure.The product line will incorporate a handmade style, both wild and welcoming, transporting its devotees into the magical world of Peter Pan.
5
A
s a brand nearing its one-hundred year anniversary, traditions abound in Peter Pan. Past designs all uphold a similar magical and youthful quality, though none has considered the entirety of Pan’s world. The current rebrand will maintain instanstly recognizable elements like the classic yellow lid and color scheme while also journeying deeper into this world, allowing all elements of the design to tell a more profound tale.
6
Peter Pan is... Timeless not Antiquated Magical not Whimsical Youthful not Childish Mischievous not Naughty Wholesome not Modest
7
9 These initial sketches draw inspiration from past Peter Pan designs as well as more contemporary trends. Through concepting, a hand done theme becomes a driving force for the rebrand.
10
to keep the logomark simple and
Various feather shapes were created to allow the logo some
easily recognizable, a feather
flexibility and play when applied to different packaging. The hand
was chosen. Fan’s will recall
done text, “Peter Pan peanut butter”, was tweaked with a similar
the icon from Peter Pan’s hat.
youthful attitude and housed within these feathers.
11
12 due to its elongated shape, the logomark is best measured by the bounds of its typography.
5” at three inches wide, this is the exact size the logomark will exist on all peanut butter packaging. The feather is as prominent as can be while still fitting the curvature of the jar.
3”
2” one inch wide is the smallest the logo will be applied. A smaller size would render the type difficult to read.
1”
13 (1) Vector traces were made of the original sketches. (2) The yellow inline traces placed over the final logo (in red) illustrate further adjustments made to the letter shapes and feathers. (3) The final feather logos allow type and shape to work together, creating smooth illustrations that seem both handmade and consistent
1.
2.
3.
14
the logotype is a fusion of past typographic elements. The curvature and “hooks� are maintained from the most recent logo (left), but a thicker, weighted nature is recalled from the 1980’s label (right). As a result, the new type is pronounced, fun yet stable, and legible as a mask within the feather.
15
Pan: The “peter pan” typeface draws
Lost boys: With its blocky, inconsistent
inspiration from past brandmarks. With
nature, the “peanut butter” typeface
its tooth-like serifs and round corners,
was constructed with the overeager
the type embodies the neverending feud
scrawl of a lost boy in mind. It is a type
between the firey captain hook and the
that begs for adventure and refuses to
smooth, agile peter pan.
grow up.
16 An alternate feather logomark with a more downward bend. Used primarily in the packaging to signify “crunchy� peanut butter. Allows for stronger label diversity.
These encircled icons are to be employed in smaller classification systems. Though each references a different element of peter pan (feather, hat, hook, and flute), they can be used across mediums for visulal clarity.
17 the type should always exist within the feather shape and never alone. The logotype is not a comprehensive font and cannot be applied outside the logo.
The type operates as a mask on the feather shape. Like a hole punch, it doesn’t possess it own color but rather reveals whatever’s beneath.
All spacing between the lettering is intentional and should never be altered. The type does not move independently within the feather. it is fixed.
Peter pan is a fun, colorful brand and its logo should never appear in black. The only possible exception to this is when printing in greyscale, which should be avoided unless necessary.
c: 0 m: y: 1 100 k: 00 10
18
c: 0 m: 10 y: 95 k: 0
T c: 90 m: 5 y: 100 k: 0
he rebrand of Peter Pan will ahere closely to its classic color scheme. The modernization of the brand’s look will hinge upon its simple duochromatic use of color. A majority of the Peter Pan collateral will utilize the red-yellow scheme, with green appearing only in small accents. Some brand applications, like jar labels, will trade out the primary red for an alternate green or orange, but the duochromatic scheme will remain.
19 c: 0
c: 0
c: 0
c: 90
m: 100
m: 10
m: 75
m: 5
y: 100
y: 95
y: 95
y: 100
k: 10
k: 0
k: 10
k: 0
Red: the primary brand color
Yellow: the secondary brand
Orange: A primary replace-
green: A primary replacement
also indicates peter pan
color or highlight color
ment for red in all honey
for red in all reduced fat
original creamy. A highly
across most mediums. Used as
roast peanut butter varieties.
peanut butter varieties. The
saturated red, though Given
a primary color for crunchy
A desaturated derivation
green evokes a healthier
slight black shade (k=10) to
peanut butter varieties.
of the red, similar enough
product while remaining true
allow yellow accents to pop.
Slightly muted (m=10) as to not
to align with the brand yet
to the classic color scheme.
compete with primaries.
varied enough to register as a different product line.
20 c: 0
c: 0
c: o
c: 100
m: 100
m: 15
m: 80
m: 5
y: 100
y: 100
y: 95
y: 100
k: 25
k: 15
k: 20
k: 15
shadows factor heavily into the design of all peter pan applications. The shadow colors above are used in concordance with their primaries to create the illusion of depth between foreground elements and the background. To maintain the duochromatic scheme, each shadow color is a simple derivation of its primary with only one or two values altered. For example, in the red shadow at left only the k value was changed (k=10 to k=25).
21 black is not part of the peter pan color palette and should only be used when printing in greyscale. Further, the shadow colors have their own assigned values, they are not just black overlays set to a low opacity. White should only be used when absolutely necessary (for legal reasons or clarity). It should never be placed over the peter pan yellow for obvious visability reasons.
Orange and green are primary alternates for red and should never exist together. They are only used when directly referencing honey roast or reduced fat, respectively.
Maintaining duochromatic consistency is essential to the peter pan rebrand. Adding a third color to any major application should be avoided or done with obvious intent.
22 primary typography:
bebas Neue
regular abcdefghijklmnopqrstuvwxyz bold abcdefghijklmnopqrstuvwxyz secondary typography:
Laila
Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
the two typefaces at left were chosen to parallel the type dichotomy illustrated in the logomark. Bebas neue, the heavy sans-serif, operates like the lost boys logotype, both sturdy and bold. Laila, on the other hand, provides more play like the pan logotype. With its expressive serifs, it is also useful for body copy.
23
bebas neue, uppercase, bold, 60pt, o tracking
this is a subheadline.
bebas neue, uppercase, regular, 30pt, 25 tracking
This is large scale body copy.
laila, title case, semibold, 24pt, 10 tracking
this is a caption.
bebas neue, uppercase, regular, 18pt, 50 tracking
This is small scale body copy.
laila, title case, bold, 12pt, 25 tracking
All headlines are given the same offset treatment: every other letter (beginning with the first) is nudged lower. like the mapmarks used throughout this guide, the meandering headlines indicate the promise of adventure.
25
26
L
ittle is as classic as Peter Pan Original Creamy and Crunchy flavors. Endorsed by Pan and Hook respectively, the Original product line is the core of the brand. Thus, red and yellow, the brand’s most recognizable colors, were reserved for these staples, and all packaging design revolves around the rules established on these two labels.
27
A
more recent addition to the Peter Pan brand, Honey Roast Creamy and Crunchy are a response to the contemporary trend of blending peanut butter with honey. A little sweeter than Original, it is an obvious favorite of the Lost Boys. The burnt orange color was chosen to represent this product line, a replacement for red that’s far enough in hue to be distinguishable yet close enough to remain on brand.
28
P
eter Pan Reduced Fat is a great choice for those who love the smooth taste of peanut butter but don’t feel comfortable with its nutritional content. Both Reduced Fat Creamy and Crunchy strive to maintain the true taste of Peter Pan while offering a healthier option. Green, a traditional brand color, was chosen to replace red as a signifier of health.
29
T
he newest member of the Peter Pan family, Natural Creamy and Crunchy provide the most naturally sourced, unaltered peanut butter for the brand fanatics who want to be sure their products are free from high-fructose corn syrup and preservatives. Though maintaining all label design elements, the Natural product line deviates from the duochromatic color scheme. A white was chosen as the sole color in an attempt to keep the design aesthetic as clean and natural as possible.
30 Each product line operates on
210
a strict color inverse from
9g
its creamy to crunchy variety.
calories calories
A A favorite favorite of of Pan Pan himself, himself, Original Original Creamy Creamy is is the the scrumptious scrumptious spread spread that’s that’s helped helped keep keep you you from from growing growing up... up...
protein protein
NO
high highfructose fructose corn cornsyrup syrup
Feel Feel like like an an adventure? adventure?
color, the primary color and highlight color are inverted.
original NET NET WT WT 16.3 16.3 OZ OZ
Instead of introcuding a new
As seen at left, all yellow
(1.02 (1.02 LB) LB) 462 462 gg
elements in the original creamy become red in the original crunchy.
210210
calories calories
Captain Captain Hook Hook preprefers the tasty fers the tasty chomp chomp ofofOrignal Orignal Crunchy. it it Crunchy. But But appears he’s not appears he’s not the the only only one one who’s who’s hungry... h u n g r y . . .
9g9g
protein protein
NONO
high fructose high fructose corn syrup corn syrup
Tick, Tick, tock, tock, tick... tick...
original NET NET WT WT 16.3 16.3 OZ OZ
(1.02 (1.02 LB) LB) 462 462 gg
31 2210 10
calories calories rri
A Pan A favorite ffavorite vor of of P Pan himself, h lf himself, h l Original Original ri Creamy is the Creamy re is th th the scrumptious scrumptious p spread spread that’s that’s kept you kept you from from ever growing ever growing up... up...
9g
protein protein te
NO
high highfructose fructose corn cornsyrup syrupp
Feel Feel like like an an adventure? adventure?
NET NET WT WT 16.3 16.3 16 3 OZ OZ (1.02 (1.02 (1 02 LB) LB) 462 462 gg
The wallpaper pattern runs along the bottom of each label in the primary’s assigned shadow color. It provides both texture and context in the packaging, connecting each label with the larger world of peter pan beneath. With this pattern, the brand is given life.
32 The silhouettes (peter, hook, and the lost boys) help further distinguish each product, giving the varieties their own personality and endorsement. Through them, the “shadow” theme is again emphasized. On the label, they are the second most important visual element after the logo. For example, when one sees the lost boys silhouette, they should immedietly think “honey roast”.
2210 10
favorite Pan ffavorite vor of of P Pan mself, lf Original mself, l Original ri eamy the e eamy is is th th the rumptious rumptious p read rea read that’s tth that’s h ts lped keep lped p kee keep you keep y you ou u om growing om grow g growing g up... up... up p
C Captain Captain Ca tain Hook tai Hook prefers prefers the the e tasty tasty chomp of O Orignal chomp ho of Or O Orignal Crunchy. Crunchy. But Butt it iit appears appea he’s app appears sh he’s s not not the the only only one one on ne who’s n w who who’s ho hungry... hungry.. hungry...
el d t ? el like like an an advent adventure? advent adven
calories calories rri
9g
protein pr p te protein te
NOO
high e highfructose fructose ructose corn cornnsyrup syrupp
Tick, k ti tick... k Tick,, tock, tock, tick... tick..
oorigina or all original orig rigina ginal ginal NET 16.3 33 OZ NET ET WT WT 16 16 16.3 OZ
2210 10
T The The T Th h Lost Lo Lost Boys Boys enjoy enjoy y nothing n nothing hin more more than mo than n that th that extra extra nip nip of of honey honey oney y awaiting awaitin awaiting ng them them he at at the of the end end o of every eve e every ery ery y journey.. journey... journey.. journey... ourney...
calories calories rri
99g g
9g
pprotein p te protein te
protein pr p te protein te
NOO
NO
high e highfructose fructose ructose corn cornnsyrup syrupp
high e highfructose fructose corn cornnsyrup syrupp
Follow h i llead. d Follow ow w their their llead... lead.. lead.
hon hhoney oast hoooney ro roast astt
oorigina or original origi orig ginal i all 16 33 OZ (1.02 NET ET WT WT 16.3 116 16.3 OZ (1.02 (1 02 LB) LB) B) 4462 462 62 ggNET
2210 10
calories calories r
(1.02 16 (1.02 (1 1 02 LB) LB) B) 4462 462 6 gg NET NET ET WT WT 16.3 116.3 16 33 OZ OZ
(1.02 (1.02 (1 1 02 LB) LB) B) 4462 462 62 gg
33 The encircled hat mark works in concert with the label’s
Highlighted stars run along the top of each label, implying
silhouette and reiterate the product’s character. Various
motion in the silhouettes and strengthening the left to right
product lines make use of these encircled marks (hat, hook,
movement of the design. Like tink’s pixy dust, they signify the
and flute) but they are always in the same place on the label.
magic of peter pan.
2210 10
calories calories rri
A Pan A favorite ffavorite vor of of P Pan himself, h lf himself, h l Original Original ri Creamy is the Creamy re is th th the scrumptious scrumptious p spread sprea that’s spread p tth that’s h ts helped keep kee helped p keep keep you y you ou u from growing from grow from g growing g up... up... up p
9g
protein pr p te protein te
NOO
high e highfructose fructose ructose corn cornnsyrup syrup
Feel d t ? Feel like like an an advent adventure? advent adven
oorigina or original orig rigina gi all gi ginal NET 16 33 OZ NET ET WT WT 16.3 16.3 16 OZ
(1.02 (1.02 (1 1 02 LB) LB) B) 4462 462 62 gg
The etched mapmarks are a common element across brand applications. They are a fun way to lead the eye from each important piece of information to the next without having to use straight lines. The mapmarks are inherently imperfect and thus more youthful. Additional icons (arrow and x) work within the mapmarks to signify important details.
34 210
calories calories
Captain Captain Hook Hook prefers prefers the the tasty tasty chomp chomp of of Orignal Orignal Crunchy. Crunchy. But But it it appears appears he’s he’s not not the the only only one one who’s who’s hungry... hungry...
9g
protein protein
NO
high highfructose fructose corn cornsyrup syrupp
Tick, Tick, tock, tock, tick... tick...
original NET NET ET WT WT 16.3 16.3 OZ OZ
(1.02 (1.02 LB) LB) 462 462 6 gg
the description of
The product size information
The variety headline
The nutritional information
endorsement on the far left
runs along the bottom of
(“crunchy” in this instance) is
at far right visually balances
of each label attaches each
each label and is split to
the largest and most central
the label and is specifically
product line to a specific
each side of the logomark to
text element on the label. Its
tailored to each product
peter pan group. The copy is
maintain visual balance.
offset treatment gives the
line. For example, the text is
playful and helps place the
type more attitude than the
used in the reduced fat line
product within the context
other text pieces. It is always
to highlight the product’s
of the brand’s world. It is
topped with the product line’s
decreased fat and calorie
the only instance of the laila
subhead (“original”).
content.
typeface on the label.
35 creamy
crunchy
original
210 9g
protein protein
NO
high highfructose fructose corn cornsyrup syrup
Feel Feel like like an an adventure? adventure?
NET NET WT WT 16.3 16.3 OZ OZ
calories calories
Captain Captain Hook Hook preprefers the tasty fers the tasty chomp chomp ofofOrignal Orignal Crunchy. it it Crunchy. But But appears notnot appears he’s he’s the the only only one one who’s who’s hungry... h u n g r y . . .
9g9g
protein protein
NONO
high fructose high fructose corn syrup corn syrup
Tick, Tick, tock, tock, tick... tick...
original
honey roast
210210
calories calories
A A favorite favorite of of Pan Pan himself, himself, Original Original Creamy Creamy is is the the scrumptious scrumptious spread spread that’s that’s helped helped keep keep you you from growing from growing up... up...
original (1.02 (1.02 LB) LB) 462 462 gg
NET NET WT WT 16.3 16.3 OZ OZ
(1.02 (1.02 LB) LB) 462 462 gg
210
210
calories calories
The The Lost Lost Boys Boys enjoy enjoy nothing nothing more more than than that that extra extra nip nip of of honey honey awaiting awaiting them them at at the the end end of of every every journey... journey...
9g
protein protein
NO
high highfructose fructose corn cornsyrup syrup
Follow Follow their their lead... lead...
calories calories
The The Lost Lost Boys Boys enjoy enjoy nothing nothing more more than than that that extra extra nip nip of of honey honey awaiting awaiting them them at at the the end end of of every every journey... journey...
9g
protein protein
NO
high highfructose fructose corn cornsyrup syrup
Follow Follow their their lead... lead...
honey roast NET NET WT WT 16.3 16.3 OZ OZ
honey roast (1.02 (1.02 LB) LB) 462 462 gg
NET NET WT WT 16.3 16.3 OZ OZ
(1.02 (1.02 LB) LB) 462 462 gg
only only
reduced fat
only only
150 calories calories
With With half half the the fat fat content content of of the the Original, Original, Peter Peter Pan Pan Reduced Reduced Fat Fat packs packs the same tasty the same tasty punch punch without without any any of of the the guilt... guilt...
1/2
The Thefat fatof of original original
NO
high highfructose fructose corn cornsyrup syrup
Feel Feel like like an an adventure? adventure?
With With half half the the fat fat content content of of the the Original, Original, Peter Peter Pan Pan Reduced Reduced Fat Fat packs the same packs the same tasty tasty punch without punch without any any of of the the guilt... guilt...
1/2
The Thefat fatof of original original
NO
high highfructose fructose corn cornsyrup syrup
Feel Feel like like an an adventure? adventure?
Reduced fat
Reduced fat NET NET WT WT 16.3 16.3 OZ OZ
all natural
150 calories calories
NET NET WT WT 16.3 16.3 OZ OZ
(1.02 (1.02 LB) LB) 462 462 gg
(1.02 (1.02 LB) LB) 462 462 gg
NO
NO
artificial flavors
Crafted with nothing but the truest of flavors, All Natural harks back to the Peter Pan days of old. And with no need to stir, the texture remains smooth...
NO
hydrogena ted oils
NO
need t o stir
all na tural NET WT 16.3 OZ
(1.02 LB) 462 g
artificial flavors
Crafted with nothing but the truest of flavors, All Natural harks back to the Peter Pan days of old. And with no need to stir, the texture remains smooth...
NO
hydrogena ted oils
NO
need t o stir
all na tural NET WT 16.3 OZ
(1.02 LB) 462 g
37
The “hat & feather� logomark, with its additional brand information, further encapsulates the world of peter pan. It utilizes the same playful typography as the feather logos while also telling a deeper story about peter pan. For use in large scale applications like apparel.
38 With the tagline, “Never grow up�, along the bottom, the shirts allow fans to express their love for Peter pan Peanut butter and the neverending youth and adventure the brand embodies.
39 Business cards and paper lunch bags allow the brand to live beyond the packaging. Using familiar icons and logos, the stationary takes a playful approach on collateral that is often void of fun.
40