The idea behind my rebrand of the traditional Smucker’s Uncrustables packaging was to create a fun, welcoming and family friendly story that would be eye catching for kids and their parents. I chose to keep Smuckers original logo and rebrand the Uncrustables one so I could focus on one part of their expansive brands. I wanted to do more than just use bright colors and patterns, so instead I create characters that could be expanded throughout the brand. These characters are designed to show things the children may want to be when they grow up, such as, astronaut, doctor and firefighter.
