MOTION, BRAND, & GRAPHIC DESIGN
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Jiffy Vintage Packaging Refresh
Winter 2025 - Packaging Design w/ 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
Deliverables:
3 Dieline Box Designs: Corn Muffin Mix, Brownie Mix, Blueberry Muffin MixCORN MUFFIN MIX - CLICK OR TAP TO SEE BIGGER
BLUEBERRY MUFFIN MIX - CLICK OR TAP TO SEE BIGGER
BLUEBERRY MUFFIN MIX - CLICK OR TAP TO SEE BIGGER
Show Your Process!
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.
Research Presentation: Lauren Mehl + Jenna Vineyard (click or tap to see larger, hover to pause & read)
Discovery: History, Brand Audit, Company Mission
Demographic: Millenials vs. Gen Z Shopping Habits
Category Research: Competitive Audit (4 Brands)
Demographic: Millenials vs. Gen Z Shopping Habits
Category Research: Competitive Audit (4 Brands)
Concept Statement and Developing a Moodboard
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 seperate from our research partners. 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 authentically from the past and unique that you’ll only find in person.
Extended Moodboard and Image Style
To combine the vintage feel with the modern convenience of Jiffy, I wanted to have a secondhand, ornate, yet predictably simple feel for the box. I began with assets and image styles, pulling primarily from Rawpixel and Adobe Stock.
Moving to the Box Outline
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”.