For my rebranding project, I chose Skippy Peanut Butter. For my redesign I wanted to stick with the "kid friendly" logo/label design that 'Skippy' already has while also modernizing and simplifying it. Personally when I walk down a grocery isle what stands out to me is a simple design with inviting colors and a clear eye-catching element such as a logo or text rather than a well known brand with a busy label design. I wanted my logo to be sophisticated and fun and for it to standout without bright color. I also wanted it to appeal to the same people as before but ultimately make it more lovable and memorable with the various characters.   

The original Skippy logo includes three colors with puffy text in a sort of rectangle sign type shape. The colors work well together but in no way when looking at the logo in isolation would I think it is a peanut butter brand, I'm also not a fan of the side angle that the logo is in. I wanted my logo to make the product be identifiable within seconds, while also changing color based on different flavors of the product. I do like the original font and the "fifties diner" vibe it has going on so that definitely influenced the work I put into my redesign. 

"In 1933, Joseph Rosefield had the nutty idea to change the formula for peanut butter. He created SKIPPY® peanut butter, which was less sticky and longer-lasting. Peanut butter lovers fell in love, and spread the fun to their families and friends. SKIPPY® peanut butter is still the choice for peanut butter lovers, filling lunch boxes, picnic baskets and kitchen tables everywhere.

Hormel Foods Corp. has always prided itself on doing things a bit differently, and is always thinking of ways to improve every aspect of our product; from the taste to the texture to that peanut-buttery smell when you first crack open a new jar of SKIPPY® peanut butter. That’s why we only use the best, most exciting peanuts in all our products, boring nuts need not apply!

These are just some of the ways the SKIPPY® brand has been putting smiles on the faces of people everywhere, one spoonful at a time. SKIPPY® peanut butter has been and will forever be the best choice for peanut butter enthusiasts, fanatics, fans and families, ensuring everyone has a nutterific day."

As I previously stated I mainly wanted to follow the "fifties diner" vibe the original logo was giving me while also staying true to the original type face they used. I created the 3 characters in substitution for the vibrant colored, busy logo they have and to appeal to the same customers who trust this company for their kids school lunches, picnics, etc.