Jumbo’s is a food product design development group that had the challenge of making their own powder, which is equivalent to a protein powder. Jumbo’s made its success with the debut of their Peanut Butter Powder. The company wanted to stand out against its competitors leaning away from the generic designs. Jumbo’s retrieved its name, by the flavor. The product is Peanut Butter Powder, by using an elephants as the icon, as well as a pattern that appears on top of a circus tent, ties the entire theme and brand together, When imagining a circus, the mind immediately goes to having elephants in some capacity, the trademark of the generic circus tent, and the peanuts that every audience member receives when attending the circus. Jumbo’s ties in all elements to implement the appearance of a protein powder, different from all other competitors, because a circus theme is unique in itself.