Fluffed Up and Ready to Go

Everyone loves marshmallows. They are simple and sweet, and they make you feel good. Jet-Puffed is the number one marshmallow in the US, but consumers were not connecting with the brand emotionally. In fact, most couldn’t even remember the name. Our challenge was to transform the pantry staple from stale sleeper into puffy market icon.


Brand Strategy
Brand Identity
Naming and Writing


The Dieline
Pop Icon


Jet-Puffed has been known as the rainbow brand since 1991 and has utilized motion and jetting graphics as far back as 1958 — We combined these ideas by reimagining the rainbow as a jetway for the wordmark. The Jet-Puffed rainbow now leads us straight to marshmallows, ushering in the delightfully upbeat and uncomplicated world of fluff.

Along with lighter and brighter colors, we also introduced a set of characters to Jet-Puffed. Full of joy and whimsy, the Puff Pals are the perfect complement to the brand. Puff Pals like to bounce, stack, fall over, and, of course, be eaten. They live in a fantastical world where most things are round and puffy: hearts, flowers, lemons, limes, peppermints, and falling leaves. 

Fluffy marshmallows, soaring rainbows, and playful characters are brought together in the rebrand. The new packaging is tied up with a quirky-tone-of-voice bow. Cheery and welcoming, Jet-Puffed invites you to take a break from the day and give yourself the simple indulgence of joy, with a hint of wit.