Jif Redesign
Jif's Natural Creamy and Crunchy peanut butter jars look nearly identical on shelves. This visual similarity causes consumers to purchase the wrong product–a frustrating user experience accidentally.
Research Question
How might I redesign Jif Natural packaging to immediately differentiate 'Creamy' and 'Crunchy' at a glance, ensuring accessibility without losing brand recognition?
Solution
I developed an enhanced hierarchy system that amplifies the existing color-coding method to maximize shelf clarity.
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High-Contrast Color Blocking: I expanded the signature texture colors across a larger, more prominent surface area on the labels, making the jars instantly distinguishable from a distance.
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Empathetic Typography: I converted the text identifiers to high-visibility, all-caps typography. This dramatic contrast change ensures that "CREAMY" and "CRUNCHY" are the focal points of the packaging layout.
Problem
Grocery shoppers make quick, split-second decisions at the shelf. Jif’s current packaging
uses a very small colored badge to differentiate
textures. For busy shoppers or those with visual impairments, this minor detail goes unnoticed, resulting in negative product experiences and accidental allergen exposure.
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."
Deliverables
