PROJECT SUMMARY

WINTER 2025 - PACKAGING DESIGN 
WITH ADJUNCT TEACHER LISA WALLACE

WHO IS JIFFY AS A BRAND AND COMPANY? IN THIS FOUR-WEEK PROJECT, WE WERE TASKED WITH REFRESHING THE ICONIC JIFFY BLUE BOX TO ATTRACT A NEW AUDIENCE OF GEN Z AND MILLENIALS, WITHOUT ALIENIATING THE CURRENT MARKET OF JIFFY BUYERS.

THANK YOU TO MY RESEARCH PARTNER JENNA VINEYARD !! <3

FIRST WAVE OF RESEARCH:

BRAND AUDIT AND TARGET DEMOGRAPHIC

TO BEGIN THE JOURNEY, WE EXPLORED JIFFY’S HISTORY, VALUES, AND HOW THEY ADVERTISE THEMSELVES TO THEIR CUSTOMERS. THEN, WE DEEP DIVE INTO OUR TARGET DEMOGRAPHIC, AND THEIR LIFESTYLES AND SHOPPING HABITS.

THIS WAS A COLLABORATIVE STEP OF THE PROCESS, SPLIT BETWEEN MYSELF AND MY DESIGN PARTNER JENNA VINEYARD.

NOW THAT WE HAVE A MORE BROAD UNDERSTANDING OF OUR BRAND AND WHERE IT LIVES IN PEOPLE’S MINDS, IT WAS TIME TO BEGIN THE VISUAL PROCESS. 

BASED ON THE DEMOGRAPHIC AND IDEAS THAT SHOW UP CONSISTENTLY ACROSS THE SIMILAR BRANDS, I FORMED MY CONCEPT AROUND THE IDEA OF BAKING WITH JIFFY TO BE LIKE THRIFTING FOR VINTAGE 1930S FLAVORS, SOMETHING UNIQUE YOU ONLY FIND IN PERSON.

TO COMBINE THE VINTAGE FEEL WITH THE MODERN CONVENIENCE OF JIFFY, I WANTED TO HAVE A SECONDHAND, ORNATE, VINTAGE FEEL FOR THE BOX. WE BEGAN WITH ASSETS AND IMAGE STYLES, PULLING PRIMARILY FROM RAWPIXEL AND ADOBE STOCK.

USING MY NEWLY DEFINED BRAND ASSETS, IT WAS THEN TIME TO START MAKING DIRECTLY ON THE DIELINE, AND MAKING SEVERAL ITERATIONS. 

OUR METHOD FOR THIS WAS CALLED “MILD TO WILD” .