Jif Redesign

Research Question

How might I redesign Jif Natural Peanut Butter so you can tell the difference between creamy and crunchy?

Solution

I kept the two colors used to tell the difference but enhanced them. I made them larger on the design so they stand out more. I also made the words "creamy" and "crunchy" all capitalized.

Problem

Customers can't see the difference between Jif's natural creamy and crunchy peanut butter. This is a serious issue as they contain different ingredients and some people are allergic to those ingredients.

The color showing the difference between the two is small and hard to notice especially if customers are in a rush and quickly pick it up.

Comments from Customers

"I didn't care for this product. I purchased it by accident. I thought I was getting smooth, not crunchy. It just isn't my preference."

"More than once have I opened a large jar of peanut butter to discover I'm going to have to suffer through several loaves of broken bread beach I did not pay close enough attention to the small, differently colored badge."

"The peanut butter is tasty, but as I do not like crunchy peanut butter, I have to take issue with the label's close similarity to the creamy version (which is what I want)."

"There has to be a more obvious way of calling attention to the word 'crunchy'."

"I bought a jar of extra crunchy jif peanut butter and had an allergic skin reaction to it."