Everyone loves marshmallows. They are simple and sweet, and they make you feel good. Jet-Puffed is the number one marshmallow in the US, but consumers were not connecting with the brand emotionally. In fact, most couldn’t even remember the name. Our challenge was to transform the pantry staple from stale sleeper into puffy market icon. Jet-Puffed has been known as the rainbow brand since 1991 and has utilized motion and jetting graphics as far back as 1958 — We combined these ideas by reimagining the rainbow as a jetway for the wordmark. The Jet-Puffed rainbow now leads us straight to marshmallows, ushering in the delightfully upbeat and uncomplicated world of fluff.