Uncrustables Brand Renovation

Celebrating the Circle Crimp

Brand Architecture • Brand Identity • Visual Identity • Equity Packaging • Thematic Packaging • Brand Standards

As one of the fastest growing brands in the Smucker portfolio, Uncrustables set their eye toward the next wave of growth. The brand recognized the importance of heightened distinction and celebrating what makes Uncrustables unique without losing the “two way” halo effect between the brand and master brand.

With an expanded portfolio of products and a purposeful pipeline of innovation, we began with a brand architecture that provided a strategic framework for today while also setting the brand up for tomorrow. We then leveraged our proprietary R.I.S.E. analysis tool to identify the assets we needed to retain, introduce, strengthen, and eliminate for intentional refresh. The design evolution retained distinct assets such as the gingham pattern and circle crimp sandwich. We then introduced a circle crimp bullseye to back the brand identity as well as “Thaw & Eat!” reminder for busy parents looking for an easy lunchbox solution. Even the box count was optimized, calling out the “unbeatable soft bread™️” as a point of distinction. The result was a modernized packaging design system that improved legibility, recognizability, and ownability.

Post-redesign, we developed a thematic design system for LTOs. While the circle crimp bullseye was retained, the gingham background was replaced with a playful pattern that emanated from the brand and celebrated the season.

Results

The refreshed Uncrustables branding played an important role in the over-arching business strategy Smucker executed, supporting continued growth for the brand.

Record buyer growth. Added +4M buyers in 1st year post-launch.

Growth across all demographics – especially households with kids, Gen Z, and Millennials.

Six snack boxes from Smucker's Uncrustables arranged in a 3x2 grid with colorful background sections. Each box features a different flavor and image of the respective spread.

Comparison of two packaging images of Smucker's Uncrustables peanut butter and grape jelly sandwiches, on blue and purple backgrounds respectively. The packaging on the left is labeled 'before' and has a purple checkered design with an image of a sandwich and grapes. The packaging on the right is labeled 'after' and has a purple design with the same sandwich and grapes.

Package of Smucker's Uncrustables peanut butter and jelly sandwiches on purple background.

A young girl with red hair and freckles smiling while holding a sandwich in a cafeteria setting. She has a pink shirt and is sitting at a table with a pink and white cup with a purple straw in front of her. In the background, there are other children and large windows.

Split image showing pink background on the left with snack foods including a pink package of Smucker's Uncrustables peanut butter and raspberry spread sandwiches, cherry tomatoes, raspberries, crackers, and a pink water bottle. On the right, yellow background with similar snack food items including a yellow package of Smucker's Uncrustables peanut butter and honey spread sandwiches, bananas, shredded cheese, and yellow containers.

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