Innovation | Branding | Customer Experience

The J.M. Smucker Co.

Evolving a portfolio of heritage brands for modern tastes.
The J.M. Smucker Co.

Fueling a legacy and its
appetite for growth. corner-left-box


Beloved in millions of households, The J.M. Smucker Co.’s portfolio is home to some of the world’s most iconic consumer brands, spanning a wide array of categories: from jams, jellies and spreads to coffee, peanut butter and pet food.

For decades, LPK has been a hands-on partner to the company, working to meaningfully evolve their most recognized brands and unlock new value, while also creating new-to-the world offerings that meet emergent trends and changing consumer tastes.
Dunkin', Folgers 1850, Jif, Santa Cruz, True Roots, and Milk Bone logos

Dunkin’ drives sales with the tastes of the season.

Long-loved for its delicious flavors and distinct personality, Dunkin’ was ready to celebrate the season with five limited-edition roasts. Dialing up Dunkin’s equities, a spirited, celebratory tone of voice and focus on flavor appeal elevated the exclusive holiday offerings.

Coffee leader Folgers debuts its challenger brand.

To attract younger, startup-minded Millennials, we helped Folgers create a new brand that heroes the grit and hustle of founder James A. Folger. With bold messaging, packaging, and design systems that could flex across multiple forms and line extensions, our strategy stoked the brand’s fire with 1850: brewed for bold taste. 

Jif squeezes the most from a new product innovation.

Peanut butter knuckles and countertop messes, be gone. For a celebrated heritage brand like Jif, product innovation unlocked a new chapter of growth. Focused on on-the-go parents and kids, this pouch merged Jif’s longstanding equity with next-level convenience.

Jif squeezes the most from a new product innovation.

Peanut butter knuckles and countertop messes, be gone. For a celebrated heritage brand like Jif, product innovation unlocked a new chapter of growth. Focused on on-the-go parents and kids, this pouch merged Jif’s longstanding equity with next-level convenience.

Smucker’s evolves for a new era of naturals.

Seeing opportunity to show up stronger in the naturals category, Smucker's wanted a creative strategy to both simplify and unify its extensive range of jams, jellies and preserves. Steeped in the desires of the naturals consumer for transparency and clean ingredients, our redesign translated its long-standing equity into a fresh, modernized presence that resonates in diverse shopping environments—digital and physical.

A brand & innovation consultancy
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Josh Bokelman
josh.bokelman@lpk.com
+1 513 241 6401
© 2023 LPK, Inc. Global Brand Design Agency
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