Jaffolitanke
FAMILIAR FACES
Packaging design
The dynamic snack market presented a challenge for Jaffa. Their beloved traditional wafer, perceived as outdated and unexciting by a younger demographic, was losing its appeal. This called for a bold rebranding strategy to recapture the attention and delight of children and teens.
Jaffolitanke, a playful portmanteau of “Jaffa” and the regional term for wafers “napolitanke,” emerged as the solution. These bite-sized snacks, designed for convenience and portability, were ideal for school lunches and social gatherings.
To compete with established international brands boasting modern images, Jaffolitanke needed to visually captivate young consumers. Authenticity was key, as this audience readily dismisses inauthenticity. We addressed this need with a clean and bold design that ensured shelf standout within the snack category. This approach facilitated clear communication and paved the way for future brand expansion.
Each bag became a mascot with a distinct character, fostering instant consumer connection. The “mouth full of products” design conveyed a dual message: the product’s deliciousness through a mouthwatering visual, and the idea of never getting enough of Jaffolitanke. This clean, bold, and original solution ensured shelf prominence and provided a strong foundation for further communication development and brand expansion.
