Even though the Jif peanut butter brand is owned by jelly-maker J.M. Smucker Company, its brand managers wanted the product to be known for more than just PBJ sandwiches. So with the help of BBH USA, Jif got a subtle rebrand that honors its 70-year-old heritage while expanding its potential.
Building on the new slogan, “Every Jif’ing Thing,” the rebrand remixes the brand’s red, blue, and green-blocked logo—which has been in use since the brand’s birth—and uses the white letters to create new ideas for recipes, such as “DIP,” “SIP,” “MIX,” and more. Oatmeal, smoothies, noodles, ice cream, and dips are just a few suggestions made through bright, active video and photos.
Changes to the Jif wordmark are much more modest: the drop shadow and serifs have been removed, but the logo’s personality remain intact through its quirky typography.
https://www.fastcompany.com/91590609/jifs-new-logo-is-a-rebrand-done-right