To make the text both clean and friendly, this typeface was the only right choice.

The J looks like a knife or spoon gripping a scoop of peanut butter (the classic way) directly into the jar, and with the roundness of the letters, it was really the perfect combination to represent PB.

I decided to use a more modern jar with a mess-free pump (your welcome parents), but kept the red lid to be a reminder of the classic Jif tub.