Jaffa, traditionally cherished for its classic wafers, encountered a disconnect with the younger demographic, who perceived the brand as old-fashioned and lacking in excitement.

The innovative response was “Jaffolitanke,” a playful portmanteau of ‘Jaffa’ and napolitanke (the regional term for wafers). These bite-sized snacks were designed with convenience in mind, making them an ideal choice for school and social gatherings for kids.

In a market dominated by well-established international brands with modern images that strongly resonate with youth, it was imperative for Jaffolitanke to be visually captivating. The packaging needed to strike a chord with young consumers who are quick to spot and dismiss inauthenticity. By leveraging vibrant colors and dynamic visuals that mirror the tastes and interests of teenagers, we ensured immediate appeal to our desired audience. The use of a notebook pattern as the background was an unprecedented choice within the category, resonating with the school-aged demographic and ensuring the product popped off the shelves and in communication.

I spearheaded the creative strategy, from conceptualization to execution, ensuring each design choice aligned with our strategic vision. This included crafting design proposals, presentations for the client, and refining the final design alongside various marketing materials. The result was not just a product, but a piece of shareable happiness that youngsters could identify with, blurring the lines between a snack and a statement of style.