Brand of the Day: Jones Knowles Ritchie’s Playful Jet-Puffed Rebrand
Jet-Puffed marshmallows are a ubiquitous staple of grocery stores (not to mention so many childhoods).
Launched in 1958, the brand owes its name to the production process in which the raw materials of a marshmallow are fed through tubes and pumped to fluff with air before being cut into the nuggets of yore. (As for the brand’s national debut in 1959, as The New York Times reported, “Children sent in empty Kraft marshmallow bags for a chance to own a 29-foot spaceship equipped with astronaut suits, countdown lights and an ‘astro projector for space observation.’”)
Jones Knowles Ritchie recently completed a colorful rebrand of the signature sugar bombs.
“From the beginning, we knew that the Jet-Puffed brand world should extend beyond just packaging,” JKR creative director JB Hartford says. “Simple, sweet, euphoric fluffiness 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.”
To that end, the new characters that hop about the visual world of the brand are dubbed “The Puff Pals,” and were the product of JKR’s designers drawing faces on actual Jet-Puffed marshmallows.
All told, a lively refresh that modernizes the logotype while adding a sense of visual play to a brand with historically playful roots. (Now, if they could just bring back that spaceship promo …)