Insight/Problem: Many people blindly use the peanut butter that their parent's used an often are unaware of healthier, natural options.
Concept/Solution: Justin's is a new brand of organic nut butters. Peanut butter, like detergent, is an inherited brand, thus meaning we are more likely to just buy brands that we are accustomed to seeing. By choosing to go with a more tongue in cheek voice I was able to present Justin's as a fresh alternative to my target consumer.
The website redesign includes an added feature that allows users to see how other peanut butter stacks up against Justin's nut butters in terms of natural ingredients.