In early 2020, Planters announced the death of the beloved Mr. Peanut mascot but soon after, Baby Nut was born. Over the months that followed, fans watched Baby Nut evolve into Peanut Jr. and celebrate his 21st birthday—now, Mr. Peanut is all grown up again and he's back with a fresh new look.
Planters' new visual identity comes with a new logo and a refreshed packaging design that puts the new and improved nutty character front and center. Mr. Peanut is back with a cleaner look and a bolder 2D silhouette "to celebrate substance with swagger."
The message of Substance with Swagger underlines the brand's new identity and it's all about sensibility, flair and snacks that are as nourishing as they are irresistible.