Teddie Peanut Butter–Brand Refresh | Visual Identity & Design

The Challenge
Teddie Peanut Butter, a beloved brand with over a century of heritage in all‑natural U.S.-sourced nut products, aimed to modernize its identity while honoring its legacy. The goal: usher in the next 100 years by revitalizing its visual presence for both traditional touchpoints and today’s digital-first world.

My Approach
I embraced the brand’s longstanding history, leveraging its iconic custom wordmark while giving it a sleek, refreshed polish. The updated logo preserves the nostalgic charm Teddie customers recognize, but with a simplified, friendly aesthetic that translates beautifully online and on packaging. Similarly, the mascot was thoughtfully reimagined to maintain its warm familiarity while adopting a cleaner and more versatile illustration style, perfect for social media, merchandise, and evolving digital use cases.

The Outcome
The revitalized identity strikes a harmonious balance between tradition and modernity. The new logo and mascot are functional across all formats, from digital to print, refreshing the brand for a new generation without losing its core essence. This seamless evolution positions Teddie to engage new audiences while staying true to its rich heritage.

Why It Stands Out
This project exemplifies my ability to navigate brand refreshes with respect and vision—honoring a storied past while designing for future relevance. It demonstrates thoughtful decision-making in preserving brand soul while ensuring flexibility across both legacy and modern brand touchpoints.