Rebranding Jet-Puffed:
From Pantry Staple to Playful Icon

  • Everyone loves marshmallows. They are simple and sweet, and they make you feel good. Jet-Puffed is the number one marshmallow in the US, but consumers were not connecting with the brand emotionally. In fact, most couldn’t even remember the name. Our challenge was to transform the pantry staple from stale sleeper into puffy market icon.

  • The solution was to create a lively refresh of the logotype that modernized it while adding a sense of visual play to a brand with historically playful roots. The Jet-Puffed brand world was extended beyond just packaging with a simple, sweet, euphoric fluffiness that practically begs to be shared. The vibrant colors and witty tone of voice, along with the brand's characters, provide a playful, energetic toolkit for expressing the brand's personality: delightfully uncomplicated, upbeat and quirky.

    Agency: Jones Knowles Ritchie

  • Key Concept & Motion Design