Planters’ Mr Peanut Died, Returned As Baby Nut, Now An Adult Again With Makeover
Image courtesy of Jones Knowles Ritchie for Planters
In just a little over a year, fans witnessed the entire life cycle of a peanut. He was killed in a freak accident, then came back as an adorable baby, and grew fast enough to celebrate his 21st birthday. They all grow up so fast—Baby Nut is now Mr. Peanut again, but with a slightly different look.
Planters has overhauled its visual identity with a striking new logo, packaging design, and a makeover for the nutty mascot. The revamp for the 115-year-old snack brand was overseen by creative agency Jones Knowles Ritchie (JKR).
Having lived a full and animated past life, Mr. Peanut is now back, renewed and refreshed with a slight glow-up. He’s got a bolder silhouette with a more 2D look “to celebrate substance with swagger.”
Image courtesy of Jones Knowles Ritchie for Planters
New life brings new purpose, and he’s now here to encourage consumers to make substantial choices in snacking and in life in general. You’ll see his face on every packet, along with a stamp with his signature confirming a snack as “Certified by Mr. Peanut.”
The “Substance with Swagger” ethos stretches to Planters’ redesigned packaging, which now comes with fresh new photography illustrating the taste, texture, and flavors of Planters nuts. The vivid, redesigned logo sees a more aligned wordmark with plumper letters.
To accompany the brand refresh, Planters will unveil a spot, entitled Sustenance, which underscores how nuts can serve as plant-based fuel for the body.
JB Hartford, Creative Director at Jones Knowles Ritchie, shares, “Planters is a true American icon, connecting generations and providing real food satisfaction with substance. The creative idea behind the new brand identity, Substance with Swagger, is all about celebrating the brand’s straight-to-the-nut sensibility, debonair flare, and crave-worthy irresistibility. We’re thrilled to finally share with the world the many sides of our beloved Mr. Peanut.”
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
Image courtesy of Jones Knowles Ritchie for Planters
[via Jones Knowles Ritchie]
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