You'd be excused for not noticing that peanut butter brand Jif has a brand new look. With its subtle tweakments and the obvious eclipsing thanks to Instagram's controversial new logo, it's safe to say Jif's new look has flown under the radar – and that might be a blessing.
Recently, rebrands have started feeling like witch trials; too subtle and you're lambasted for playing it safe, too much and congratulations, you've become the next victim of social media critics. In a rebrand world of major changes and audacious design, perhaps Jif's concise refinements are the key to surviving the rise in branding backlash, at the expense of attention.
