Description:

Fix & Fogg is an award-winning nut butter company focused on making meaningful, sustainable and delicious products. With an emphasis on being ‘creative taste makers’, Fix & Fogg are leading the innovation and category expansion of the spreads market in
New Zealand.

The release of Peanut Butter and Jelly opened the door for brand development, placing emphasis on how the visual identity could evolve to champion the verve of the special release. The identity plays off the archetypal PB&J sandwich and the timeless Fix & Fogg brand; refreshing both with a modern, psychedelic edge.

By creating a combined product as opposed to the traditional 'swirled' peanut butter and jam, the product leant on the visual representation of the label to convey this. Maximalist in its presentation, the design counters a normative approach to luxury products and challenges the conventional style usually found in nut butter brands.

This is PB&J, but not as you know it.