PBfit® Peanut Butter Powder

brand identity // packaging // photography // video

It’s not an exaggeration to say that people go nuts for PBfit®. The wonder product has one-third the calories and 90% less fat than regular peanut butter and tastes a little bit like heaven. Needless to say, we were pretty pumped to be able to guide the PBfit® rebranding effort. Taking a beloved product and giving it a facelift and repositioning was a delicious challenge and we were up to the task!

Looking the Part

PBfit® was no longer the new kid on the block. The versatile, flavor-packed product had developed a cult following and was capturing a significant share of the market but the visual identity of the brand was falling short. We jumped at the chance to get involved with refining the brand position.

Identifying the brand promise and  personality enabled us to clearly design a bold and clean look for the line. Packaging, apparel and web platforms all don the new look and the customer response was overwhelmingly positive.

A Bold Campaign

To bring the fresh identity to life, we kicked off a “Peanut butter without the love handles” campaign. Social media influencers, expo sponsorships and web promos are a few of the nuggets that helped generate buzz for PBfit’s new look.

A Thousand Words

Working with Seattle photographer Steve Hansen is always a dream. We sketched out our vision for bringing the new PBfit® brand to life and Steve didn’t disappoint. The punchy, fun, decadent characteristics of PBfit® and it’s consumers are beautifully represented in each image.

Opposites Attract

The idea that healthy and tasty truly CAN coexist was the premise for this PBfit® spot that aired during Super Bowl 51. Collaborating with the geniuses at Issimo was a beautiful exercise in crafting messages that stay true a brand’s WHY. We’re pretty sure something in this spot will bring a smile to your peanut butter-covered face.

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