The document summarizes research for rebranding the Jif peanut butter brand. It analyzes the current logo, packaging, and color palette. It identifies the target market as individuals with children aged 27.3 years old on average. Alternative logos are proposed that aim to simplify the design and make the brand feel more modern, clean, and healthy. Color palettes, fonts, and packaging concepts are explored towards developing a refined new logo and visual identity for Jif.

1. Rebranding Project Brand Research
BRAND: Jif
Logo:
Packaging:
Color Palette:

2. Target Market
Peanut butter serves as a flavorful spread with substance to top almost anything, from fruits and vegetables
to breads and desserts. JIF peanut butter is a fairly simplistic product and its continual release of new
products is a testament to the production facilities and stability of the company. Because nuts are widely
available throughout the country and the idea of spreads is well known, the introduction of peanut butter does
not seem to pose a matter of confusion.
With a median age of 27.3 and 68% of their population older than 15 years old, JIF can expect a target
audience for those individuals who have children.

3. POV
First, the color palette of JIF is terrible. It seems hard to make it fit to any package of the product. Also the fonts
of the logo is bold and unlovely, the best way is to narrow down the size and make it slim. The message behind
the logo is unclear, if I am the customer, I wouldn’t the meaning of the logo trying to represent.

4. Brand Character
I need to change the color palette, make it simple and clean. The JIF typeface needs to be advanced as well, it
is bold and un-fashioned. I need to make it convincing so when customers look at the logo, they will see it not
only as peanut butter logo, instead of healthy and interesting brand.

5. Brand Description
Current Rebrand
Repelling Interesting
Bold
Lifeless
Refreshing
Neat
TimelessTiresome

6. New Brand Character Narrative
The new version of JIF logo is totally different than the previous version. It is clean and simple, it provides
timeless angle of authentic. The fonts of the old one is bold and straight, I will make it tight along with
interesting perspective so that customers won’t get uncomfortable with it. The color palette is too much, it
should be narrow down to one or two kinds of colors.

7. Mood Board

8. Mood Board

9. Type Choices
Noticia Text

10. Type Choices
Frank Ruhl Libre

11. Type Choices
Fauna One

12. Type Choices
Open Sans

13. Type Choices
Noto Serif

14. Color Palette & Patterns

15. Logo Sketch

16. Digitized Logo Sketches

17. Digitized Logo Sketches

18. Possible Fonts
Noticia Text Frank Ruhl Libre

19. Possible Fonts
Fauna One Open Sans Noto Serif

20. Logo Mark 1

21. Logo Mark 2

22. Logo Mark 3

23. Logo Mark 4

24. Refined Logo

25. Final Logo

26. Ideas of Sketches

27. Digitized Sketches

28. Digitized Sketches

29. Digitized Sketches

30. Package Rendering

31. Package Rendering

32. Package rendering in multiple views

33. Package Design

34. Prototype Design

35. Mechanicals

36. Mechanicals

37. Style Guide Sketch

38. Style Guide Sketch