Problem

Peanut butter has always been a kitchen staple, but it can be messy and inconvenient to use, especially with utensils like knives and spoons. Just Spreads aimed to simplify the way people consume nut butter by developing a product that is quick, easy, and enjoyable to use. The challenge? Create a strong, vibrant identity for a squeezable peanut butter product while broadening its appeal.

Strategy

We began with a bold concept: peanut butter in a squeezable tube. The initial design prioritized portability and convenience, making it simple to squeeze peanut butter directly onto toast, snacks, or even into recipes and you can consume it on the go. To match the concept's energy, we used bright colors (red, yellow, and blue) that stand out on shelves. As demand increased, we changed the design to a larger, ketchup-style bottle to accommodate more nut butter and improve usability. Along the way, we introduced new flavors such as almond and cashew butter to broaden the market and keep customers returning.

Solution

Bold Branding: A vibrant identity with simple typography and bright colors that demonstrate convenience and fun.
Packaging Evolution: To meet increasing demand and improve the customer experience, we transitioned from small tubes to larger, ergonomic bottles.
Flavor Expansion: Introduced a variety of nut butter flavors, including peanut, almond, and cashew, to cater to different tastes.
Market Creation: Created the squeezable nut butter category, tapping into a previously untapped market segment.