Client Work 003: Joyffles
Joyffles Creative Direction
Project Description:
an NYC packaged food good based on a health-centric and allergen-sensitive waffle - able to be stocked on the shelves and not needing constant refrigeration. The work centered around providing a refreshed identity and marketing materials to begin its next step of promotion.
Tags:
moodboard development, creative direction, art direction, color palette development
figure 001: Joyffles product image
challenge
a relatively local brand wanting to scale up to further expand its reach across the US while battling heavily funded incumbent brands.
additionally, the space was inundated with a sea of sameness in terms of brand identities for similar offerings - bogged down in browns, neutrals, and yellows, either leaning into a hyper- “natural” territory or juvenile, kid-centric territory.
give Joyffles a vibrant look and feel to differentiate them from the rest
opportunity
Client Work 003: Joyffles
Joyffles Creative Direction
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Tags:
moodboard development, creative direction, art direction, color palette development
Project Description:
an NYC packaged food good based on a health-centric and allergen-sensitive waffle - able to be stocked on the shelves and not needing constant refrigeration. The work centered around providing a refreshed identity and marketing materials to begin its next step of promotion.
challenge
a relatively local brand wanting to scale up to further expand its reach across the US while battling heavily funded incumbent brands.
additionally, the space was inundated with a sea of sameness in terms of brand identities for similar offerings - bogged down in browns, neutrals, and yellows, either leaning into a hyper- “natural” territory or juvenile, kid-centric territory.
give Joyffles a vibrant look and feel to differentiate them from the rest
opportunity
challenge
a relatively local brand wanting to scale up to further expand its reach across the US while battling heavily funded incumbent brands.
additionally, the space was inundated with a sea of sameness in terms of brand identities for similar offerings - bogged down in browns, neutrals, and yellows, either leaning into a hyper- “natural” territory or juvenile, kid-centric territory.
give Joyffles a vibrant look and feel to differentiate them from the rest
opportunity
challenge
a relatively local brand wanting to scale up to further expand its reach across the US while battling heavily funded incumbent brands.
additionally, the space was inundated with a sea of sameness in terms of brand identities for similar offerings - bogged down in browns, neutrals, and yellows, either leaning into a hyper- “natural” territory or juvenile, kid-centric territory
give Joyffles a vibrant look and feel via promotional assets that would differentiate it from competitors while appealing to families and busy, on-the-go professionals as well.
give Joyffles a vibrant look and feel via promotional assets that would differentiate it from competitors while appealing to families and busy, on-the-go professionals as well.
opportunity
inspiration
the inspiration for the moodboard and resulting imagery aimed to relay the variety of situations the product could be found in, while providing an absurd twist to the story of the product. The concept for the moodboard was “suspended reality”, placing the product in settings that created a surreal feeling to the product while showcasing it front and center. Forced perspective was key in creating these vignettes, making the product feel larger than life and giving it a personified-feel.
the color palette exploration aimed to expand the brand’s current color palette (which nodded to the category tropes of “brown” and “beige”) with additional colors that could provide eye-catching pops of color. The concept for the color palette was “earthly vibrance”, pulling from vibrant colors found in nature to keep the product grounded in its natural roots and play well with the existing colors, but also giving the brand and resulting imagery a dynamic feel.
figure 002: "Suspended Reality" moodboard
larger than life
unique perspectives
Forced Perspective
falling from the top
figure 003: "Earthly Vibrance" moodboard
brilliant lighting
jewel tones:
turquoise, garnet, sapphire
multi-color representation
the work
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Photography by Yasmin Alishav
figure 005: On-the-go / "Wild West" vignette
figure 004: Tennis-sporty vignette
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the color palette exploration aimed to expand the brand’s current color palette (which nodded to the category tropes of “brown” and “beige”) with additional colors that could provide eye-catching pops of color. The concept for the color palette was “earthly vibrance”, pulling from vibrant colors found in nature to keep the product grounded in its natural roots and play well with the existing colors, but also giving the brand and resulting imagery a dynamic feel.
figure 006: "Pick Me Up" stack vignette
figure 007: Joyffles color palette explore
HEX: #FFCE6D
HEX: #F88F25
HEX: #B73823
HEX: #DCC2A9
HEX: #F35714
HEX: #F44E96
HEX: #26339D
HEX: #5850FA
HEX: #8FDFF9
HEX: #066B39
Secondary
Colors
the work
Photography by Yasmin Alishav
figure 005: On-the-go / "Wild West" vignette
figure 004: Tennis-sporty vignette
the color palette exploration aimed to expand the brand’s current color palette (which nodded to the category tropes of “brown” and “beige”) with additional colors that could provide eye-catching pops of color. The concept for the color palette was “earthly vibrance”, pulling from vibrant colors found in nature to keep the product grounded in its natural roots and play well with the existing colors, but also giving the brand and resulting imagery a dynamic feel.
figure 006: "Pick Me Up" stack vignette
figure 007: Joyffles color palette explore
HEX: #FFCE6D
HEX: #F88F25
HEX: #B73823
HEX: #DCC2A9
HEX: #F35714
HEX: #F44E96
HEX: #26339D
HEX: #5850FA
HEX: #8FDFF9
HEX: #066B39
Secondary
Colors
Primary
Colors
Tertiary Colors and Explore
the work
Photography by Yasmin Alishav
figure 005: On-the-go / "Wild West" vignette
figure 004: Tennis-sporty vignette
the color palette exploration aimed to expand the brand’s current color palette (which nodded to the category tropes of “brown” and “beige”) with additional colors that could provide eye-catching pops of color. The concept for the color palette was “earthly vibrance”, pulling from vibrant colors found in nature to keep the product grounded in its natural roots and play well with the existing colors, but also giving the brand and resulting imagery a dynamic feel.
figure 006: "Pick Me Up" stack vignette
figure 007: Joyffles color palette explore
HEX: #FFCE6D
HEX: #F88F25
HEX: #B73823
HEX: #DCC2A9
HEX: #F35714
HEX: #F44E96
HEX: #26339D
HEX: #5850FA
HEX: #8FDFF9
HEX: #066B39
Primary Colors
Secondary
Colors
Tertiary & Exploratory Colors