New Logo, Identity, and Packaging for Planters by Jones Knowles Ritchie

Established in 1906, Planters, most well known for its peanuts, is a snack food company offering the aforementioned peanuts as well as cashews, almonds, macadamias, pecans, walnuts, and pecans while in the non-nut category it offers cheez curls and cheez balls. Planters is probably best known, though, for its brand mascot, Mr. Peanut, introduced in 1916 that has remained a staple of its advertising and packaging for more than 100 years, even though he “died” in 2020 only to come back to life as a baby nut (more on that in video form in the post). Planters was acquired this February by Hormel Foods for a cool $3.35 billion from Kraft Heinz Company. With new ownership one significant change this year was that instead of airing a Super Bowl commercial as it usually does, it would