Table of Contents

3 Redesign plan
5 Fonts & color
7 Logo
9 Flat package design
11 Photography
13 Advertisement
Redesign Plan

Jif was founded in 1958 by Procter & Gamble

to compete with Peter Pan and Skippy peanut
butters. Jif was later bought by The J.M. Smucker
Co. in 2001. In almost 60 years, Jif has made
few changes to their look. As they have added
products like their hazelnut spread and whipped
spreads, the same logo has been applied with
new package designs, looking awkward.

The Jif brand has consistently maintained the

same traditional look for decades. Unlike many
other peanut butter brands, Jif market to parents.
One of Jifs most memorable slogans is Choosy
moms choose Jif. With this in mind, we propose
a package and logo redesign for the brand. While
keeping the simplicity of the look and keeping
parents in mind, we recommend a sleeker, more
modern look for Jif.
 pg 4

This redesign will increase sales

by appealing more to the target
market. Parents are familiar
with the Jif brand. A lot of them
grew up on it. By keeping the
new logo similar to the old one
with colors and type, consumers
will still recognize it as Jif.
However, the updated font and
simplified color scheme will
make the brand more attractive
to consumers.
Fonts & Colors
RGB: 224, 204, 37
CMYK: 5, 17, 95, 0
Hex: F4CC25
Pantone: 129 C
RGB: 252, 224, 72
CMYK: 3, 7, 83, 0
Hex: FCE04C
Pantone: 7404 C
RGB: 214, 39, 68
CMYK: 10, 98, 73, 1
Hex: D62744
Pantone: 193 C
 pg 6

We Believe Headings: Coolvetic Regular 16pt

Jif knows that we can find optimism Body: Ebrima Regular 12pt
in small things moments that,
one by one, reinforce our belief in
ourselves and in the possibilities that
lie ahead.

Whether its a single high point in the

course of a day, or a step on the way
to some greater achievement, you
can relate to the optimism behind
these experiences.

If these moments had a taste, it

would be Jif Peanut Butterthe
delicious food that helps us realize a
million everyday reasons
for optimism.
Logo

Full color Black and white

 pg 8

The Jif logo should be no smaller than 1 in. x 1 in. in size

in any print or online format.

When used on a jar, there should be at least half an inch

of space from the logo to any other text and 1 in. away
from the edge of the label.

When used on regular jars of peanut butter, the logo

should be centered in the front and take up much
of the space on the front of the jar. When used on
other products like peanut butter bars and various
spreads, the logo can be smaller to allow more room to
emphasize the product.
Flat Design
pg 10
Photography
pg 12
Advertisement
advertisement

The following is an example of an online banner

ad for Jif Peanut Butter. Ads like this would be
good to market on cooking blogs and websites
like All Recipes and Food Network.
pg 14
Renee Carver