Jif Rebrands for First Time in 30 Years
Peanut butter brand Jif has unveiled a new logo and branding elements, marking its first major refresh in three decades. The update aims to modernize the brand while retaining its distinctive character.
Jif, the peanut butter brand owned by J.M. Smucker, has launched its first comprehensive rebrand in 30 years. The update encompasses a new wordmark, logo, fonts, and photography, set to roll out across all products this fall.
The rebranding initiative is part of a broader repositioning strategy to highlight Jif's versatility beyond its traditional use in sandwiches. A new campaign, "Every Jif'ing Thing," showcases the spread's integration into various meal occasions, including smoothies, yogurt bowls, and noodle dishes.
While Jif's previous logo was recognizable by 85% of consumers, its association was often limited to peanut butter and jelly sandwiches. The updated branding aims to expand this perception by positioning Jif as a complement to a wider array of foods, such as fruits, crackers, and even enjoyed straight from the spoon.
Jif adopted a subtle approach to the refresh, preserving key elements of its iconic logo while achieving a cleaner, bolder aesthetic. The design modifications are minimal to ensure continued brand recognition. New packaging photography will emphasize the product's broader applications, and the tricolor logo has been reduced in size to allow distinct label colors for each SKU to stand out.