Jiffy
Rebranding
Jiffy corn mix is known for its ease of use and consistent results, making it a go-to in many kitchens. It's a convenient pre-packaged mixture containing primarily cornmeal, flour, baking powder, salt, and sometimes sugar. Since Jiffy has maintained the same branding for decades, I embarked on a personal project to refresh its visual identity.
Challenge: Revamp the packaging of a quintessential American kitchen staple to resonate with a younger demographic while still evoking a sense of nostalgia for older generations.
Sketches
Original Branding
Jiffy Mix has maintained a branding aesthetic that some might consider outdated. The packaging design, typography, and overall visual identity have remained largely unchanged for decades. While this consistency can evoke a sense of nostalgia for long-time consumers, it may not resonate as strongly with younger generations or those seeking more modern aesthetics.
Initial Thoughts
In this phase of the project, I contemplated the direction I was aiming for: balancing the blend of classic aesthetics with modern elements. Drawing inspiration from vintage advertisements, I incorporated their distinctive elements and typefaces into the drafts.
Digital Drafts
Round One
In this series, I opted to explore two distinct approaches in terms of design and color. One embodies a light and airy aesthetic, reminiscent of a picnic atmosphere, while the other leans towards a more classic, old school feel.
Round Two
To cater to both younger and older consumers, I chose to further develop the light and airy vibes from the initial round. I found that the combination of bright colors with circular elements provided a hint of vintage charm while embracing a more contemporary approach.
Final Design
Reflection
This project was a valuable learning experience for me, particularly in understanding the intricacies of package design and the various elements involved in each aspect of a container. For the final stage of my design, I focused on updating the product's packaging box itself. Following feedback on the importance of considering consumer preferences, I recognized that a resealable tin box would be an ideal choice. Moving forward, I intend to incorporate a new packaging disclaimer for our loyal customers and explore the development of a small cookbook featuring creative recipes.