The brand has existed on the market for 115 years and is ready to present a new image.
Planters is a well-known brand that produces peanuts, almonds, cashews, macadamias, pecans, and walnuts in various flavors. The company also complements its line with cheese snacks, namely balls and curls. The company introduced its mascot, Mr. Peanut, in 1916. In 2020, during the Super Bowl, the creators “killed” their character, but in 2021, they revived him in an updated look.
The brand structure also changed. Planters bought Hormel Foods for $ 3.35 billion from Kraft Heinz. Jones Knowles Richie developed the new image from the New York office.
One part of the rebranding is a new logo. The image concept remained unchanged: the name Planters on a solid background. The old inscription was made in a slightly compressed sans-serif font and curved form. The new logo has evolved into beautiful lettering with the correct shadows. The designers used a darker yellow shade to create a hollowed-out effect in the letters. The background shifted from light blue to dark blue, adding sophistication.
The next change is Mr. Peanut. He was redrawn a little and had the texture removed, making the character flat. The artists added crisp lines inspired by the ‘flat’ aesthetic. In addition, the brand has supplemented the character with many roles, such as a fan. This is how Planters makes its symbol relevant and suitable for different events.
The new packaging is another change in the company’s image. Hoefler & Co. Knockout font was used to design various types of jars and pouches. The new packaging looks beautiful and separates some flavors with flowers: salty and slightly salted, fried and spicy. The dark blue packaging looks clean, with no flaws, gradients, or other additions.
Planters has released an illustrated video featuring Mr. Peanut as the main character. The video highlights how the brand’s nuts or snacks fuel the body to reach goals and accomplish tasks. VaynerMedia developed the creative campaign. The team is expected to release more videos showcasing the nuts’ plant-based ingredients.