Plastic Jelly Styles

Step 1:

BACKGROUND LAYER

We start as always with a background gradient. I've used a Radial Gradient with two shades of the exact same brown that this site uses. The exact color codes are:

Foreground color - #2f2520

Background color - #1e1916

Step 2:

Now in a nice delectable green, we write a word. I've written 'Jelly' and used the font "Gill Sans Ultra Bold." Bolder fonts are good for this sort of effect because there is more room to actually do stuff with the styles.

Step 3:

So now we right-click on the layer and choose Blending Options to start adding styles. First we add a drop shadow to lift the letters off the background and then an inner shadow. Later on when we add highlights, this shadow will contrast nicely with them.

Step 4:

To create the highlights, we use Bevel and Emboss. The default settings for bevel and emboss suck, so don't use those. I've moved some things around and if you download the sample PSD, you'll see what I mean. The highlights need to be shades of green to make it look like light is bouncing around inside the letters.