KH Jif Jaf
Jif Jaf Viola
Jif Jaf Viola
Mascot/character concepts for Jif Jaf
Challenge
Challenge
Jif Jaf is a new brand to market with their own cookie mascot that brings personality and relatable persona to the brand.
The challenge was looking at what they already generated, adding to the product family with new adult relatable characters that captures charisma, reliability and personality with limited features that fit into the already established brand family.
Value
Creating a product character/mascot that embodies the playful charateristics of the brand but is specific to the snack builds consumer connections with the master brand itself. The characters become a personification of the fun aspirational side of the consumer that we rarely see or allow us to portray in the real world.
For a adult snack that is cheeky, fun, oozes charisma and with a personality larger than life but still resonates with adult consumers, inspiration was drawn from the pop culture art, fashion and drag world. This all came together to give birth to Viola the lavender inspired flavoured snack.
With limited assets to use to convey expression, inspiration was taken from drag queens and large art and fashion icons to capture the essence of uniqueness yet reliability.
The hair was amplified and caricatured to not only help convey the characters fun and playful nature but to also hint and play homage to the flavour ingredient of lavender. The subtleties in texture and footwear refers to the lavender calming properties but the contrasting personality of Viola who's a sassy, on trend, modern , vibrant and vivacious is anything but calm.
Overall Viola captures not only the personality and flavour of the brand but also unique 'je ne sais quoi' that makes her likeable and relatable to young adult consumers searching for the alternative snack.
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