Sealed with a Heart by Joana Cardoso

A New Jiffy, Sealed with a Heart

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In 1933

A revolutionary food concept was introduced in Chelsea, MI.

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and peace of mind became synonymous with baking.

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WHAT’S INSIDE A KITCHEN REVOLUTION TAKES PLACE

jiffy, an american icon jiffy, throughout the years who we were who we are our people us vs. them

THE NEW JIFFY

a brand new us how we got here anatomy of a mark the signature the symbol variations colors scheme logo dos and don’ts typography business system GETTING OUT OF THE KITCHEN

where we go from here a new foundation meals on wheels follow your dreams share what you can buy one, give one at your fingertips come stay with us relax, we got it jiffy java busy bee baked goods enjoy your time

A PEEK INTO THE FUTURE

wholesome living

A KITCHEN REVOLUTION TAKES PLACE

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CHAPTER 01

A KITCHEN REVOLUTION TAKES PLACE

jiffy, an american icon Founded in 1933 by the Holmes Family of Chelsea, Michigan, Jiffy Mix’s objective was to provide for others. This was second nature to Mabel, who baked perfect biscuits. In 1933, Mabel White Holmes inadvertently started a new industry when she felt for two little boys whose mother had died. Their father made frightful looking biscuits for the kids’ sandwiches. Mabel, and her husband Howard, noticed the dilemma and knew they had to help. They owned flour-milling businesses, like Chelsea Milling Co., for 7 generations. After dwelling on how to help the motherless kids, and improve the family’s business, they began to develop a way to prepare perfect biscuits without much fuss. This lead to the birth of a brand new 1.

concept, prepared baking mixes. After perfecting the mix, and minimizing the number of steps to prepare it, “Jiffy Mix” was born. The person baking the product would only need to add one egg and milk. Jiffy Mix is a family owned business that has exclusively invested in product quality and employee satisfaction. With an in-house automated packaging system, word of mouth advertising strategy, and personal quality control they keep consumers buying Jiffy. The reality is, not many know the history of this revolutionary and 100% American brand. Many associate Jiffy‘s low price with low quality, along with being located on the low shelf

in any given market.

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Mabel Holmes

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“Jiffy! That’s it! That’s what we will call it.”

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jiffy, throughout the years

1880’s Chelsea Roller Mill Co 1902 Chelsea Milling Co. In-House Automated Packaging Equipment

1940

1930

Howard Holmes Died in Factory’s Elevator Drop

1933 Jiffy Mix was established as one of 488 flour mills in Michigan. - 16 -

1950

1960 By the end of the 60’s Jiffy stopped the wholesale business to devote itself exclusively to Jiffy.

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Market leader, by 1976 Jiffy was Selling multiple mixes, and a constant presence in any given American Kitchen.

In 1996, Jiffy invested 4.5M in a new warehouse. Product line now surpasses 20 different cooking mixes.

1980

1990

2000

In 1988 Howdy Holmes, Mabel and Howardâ&#x20AC;&#x2122;s Grandson became CEO. Starting to hire outside of the family, opening doors to new talent to join forces with Jiffy.

2010

2012 Today, we are one out of five, and ready to continue to lead the market - 17 -

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who we were The original Jiffy brand mission was to achieve 100% product integrity, with quality people caring about each other. For 100 years, consumers have considered this brand as an affordable and foolproof bake mix that is a world away from competition. The old Jiffy, while still warm and welcoming, has been getting dusty for a few decades and thought to be low end, and cheap. The stigma of â&#x20AC;&#x153;food of the poorâ&#x20AC;? has lead many to ignore its true qualities such as loving, caring, and passionate about community. - 20 -

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who we are Making the shift into the new millennium, Jiffy has been able to keep its most beneficial qualities such as warm, comfortable, and giving. Adjusting to the new digital era, and what really moves people, Jiffy has become a classic, outgoing, bright, fresh and proactive member of society. - 22 -

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our people A wide variety of people, from all walks of life, enjoy Jiffy. Our audience goes beyond college kids and families on budgets that find comfort in Jiffyâ&#x20AC;&#x2122;s baked products. With our eyes toward the future, the following people are a representation of our audience.

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Bill, is a married man, with 15 year old twin boys. Works at a struggling financial corporation that has not been doing so good. His wife prepares all the meals, and Bill’s responsibilities don’t go far from the garage. Although, he enjoys a good well balanced meal, Bill’s only contribution to his wife’s delish meals, is his father’s Ranch Seasoning Mix, which is prepared as he drinks his first spirit of the evening.

Maria, is a 32 year old single woman, who lives a busy life in a busy city. Working in the real state business, Maria is always on the go, and meals are many times taken on the go, while doing something else. Every other week, she finds time for her pilates class, but she has not yet fit food preparation into her schedule. Although, she enjoys baking, there are few things she can actually bake from scratch.

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Shannon’s favorite thing to do, on any given night, is to bake chocolate chip cookies, from one of the baking recipes her grandma has left her. Shannon is a professional tutor and works from home. Having convenient snacks to munch on is crucial to staying healthy. Otherwise it becomes really easy to turn to the microwave, which enables her to take little time to prepare and more time to vegg in front of the TV screen.

Joseph, absolutely loves being in tune with trends and fashions. His morning ritual includes asking Siri, “What color and fruit will best match the day ahead?” He enjoys cooking anything, especially if it involves using fresh ingredients, and paired with a good bottle of wine. Due to his work schedule flexibility, stopping at the local organic market in the middle of the afternoon is a plus. The vegetable boxes are still full, which allow’s him to pick up new food items he’s never heard of, and be off to prepare a delicious meal to his family.

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Marta is a professional dancer. If you know her, you know her to be dancing around the apartment, day and night snacking on raw veggies. Open minded she lives life one day at a time, and although health conscious, does not mind skipping meals because she got caught up with her handy crafts. She “loves her gays”, and gifts friends on a daily basis with hand-made recipes, she has explored sometime before.

Ms Linda, a retired educator who has never eaten anything that comes out of a box, at least not aware of ever having. Yet, one of her favorite muffins are her granddaughter’s blue berry muffins, which come in a little dry-mix blue box. She’s known to be leaning on her stove top or kitchen counter, five hours a day minimum. At dinner time, she takes her baked good to a local church, to serve dinner to the less fortunate.

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us vs. them We are not alone, and have competition in grocery stores. Since Jiffy created the concept of pre-packaged food, the baking shelf grew into a baking aisle. The competition is stiff, targeted at comparable audiences, but incapable of stopping Jiffy.

Appeal (+) Dunken Hines Marie Callenderâ&#x20AC;&#x2122;s

New Jiffy

Martha White Pillsburry Betty Crocker

Cost ($)

Cost ($$$) Arrowhead Mills Old Jiffy

Krusteaz Loretta

Appeal (-)

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Recognition (+)

New Jiffy

Betty Crocker Pillsburry Marie Callenderâ&#x20AC;&#x2122;s

Old Jiffy

Martha White

Cost ($) Krusteaz

Dunken Hines Arrowhead Mills

Cost ($$$)

Loretta

Recognition (-)

Appeal (+) Arrowhead Mills Dunken Hines

New Jiffy

Marie Callenderâ&#x20AC;&#x2122;s Martha White Pillsburry

Old Jiffy

Betty Crocker

Cost ($)

Cost ($$$) Krusteaz Loretta

Appeal (-)

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THE NEW JIFFY

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CHAPTER 02

THE NEW JIFFY

a brand new us Our history, values and beliefs are evoked by our new logo, which aims to seal things with a heart. After many years of relying on brand recognition, a welldeserved and refreshed look will push Jiffy forward into through the new millennium. Displaying its traditional roots and simplicity, the new mark aims to empower customers to continue to trust a genuine product that made in America 100%.

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logo

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signature

symbol

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how we got here Making our word mark embrace our soul, was a process of dedication and persistence. How many different hearts are out there? Through the process of developing the final logo, there was an intense stecking phase that chased down 3 main concepts. Stressing the core philosophy of Jiffy: Caring & Giving, Empowerment & Nuturement, and Community Philanthropy. Ultimately it came to the personalization of the letter forms and simplification of shapes. Sealed with a heart was made thinking of you.

Break through moments.

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anatomy of a mark Recognizing a company by its mark is the sole purpose of personalizing it. After developing a detailed and personalized logo, it is essential to understand its parts and their interconnectivity. The ratios, or proportions, at which different parts relate to each other, makes it possible to be reproduced in any media necessary while keeping its message intact.

The Logo

The Symbol

The Signature

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the signature

113˚

0.1 X

X x 0.5X

0.3 X

0.2 X

0.5 X X

1.5 X

0.5 X

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bodoni bold italic

jiffyâ&#x20AC;&#x2122;s signature

jiffyâ&#x20AC;&#x2122;s signature bodoni bold italic

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lower case j

lower case f built from the lower case j

lower case y built with lower case i

italic heart to substitute jâ&#x20AC;&#x2122;s dot

regular heart for in between lines

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the symbol

building the symbol

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13.5 x

5x 2.5 x

17 x

113Ë&#x161;

stroke X stroke 2X

stroke 4X

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variations Brand recognition is what we’ve relied on. Our stan- Use the primary logo when no limitations are present. dards are an essential tool to avoid customer confusion. If and when you need it narrower or smaller, make sure

Applying the best solution to our needs we’ve defined 3 logo variations. Many times due to space limitations we are faced with a challenge of how to incorporate the logo. Below you will have an opportunity to familiarize yourself with the mark’s behavior, how to let it have its own space by respecting the negative space around it, as

well as minimum size requirements for best visualization.

to use the correct variation to match your needs. These are the acceptable variations of Jiffy’s logo and symbol. Only the two primary colors, which are the bright pink and brown, can be used in a full formal identity, while the mark can exist independently when it is used on product or package labeling.

use in Black and White

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4X 4X negative space

min. 1.5” diameter

min. 1” diameter

min. 0.25” diameter

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When over color, the logo should always be white, the signature in one color; and the established date should always be shown in brown.

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color scheme

Primary CMYK: 0, 80, 40, 0 RGB: 240, 91, 114 PANTONE: 198 U CMYK: 0, 50, 25, 0 RGB: 245, 152, 157 PANTONE:1775 U

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Secondary CMYK: 55, 0, 30, 0 RGB: 109, 200, 191 PANTONE: 325 U CMYK: 30, 0, 20, 0 RGB: 117, 222, 211 PANTONE: 332 U

CMYK: 35, 0, 60, 0 RGB: 172, 213, 138 PANTONE: 802 U CMYK: 20, 0, 35, 0 RGB: 206, 229, 183 PANTONE: 579 U

Tertiary CMYK: 10, 35, 75, 0 RGB: 228, 170, 89 PANTONE: 7510 U CMYK: 5, 10, 30, 0 RGB: 241, 223, 184 PANTONE: 5875 U

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logo dos and donâ&#x20AC;&#x2122;ts There are many things that tighten brand Identity, and one is consistency. There are logo behaviors that are unacceptable, these include, but are not limited to: scaling, altering ratios, coloring, outlying, and distorting.

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typography Our typefaces were chosen for their friendly and versatile qualities that reflect the history and personality of Jiffyâ&#x20AC;&#x2122;s new identity.

Aa Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

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abcdefghijklmno pqrstuvwxyz

0123456789

Sentinel, Medium

Sentinel, Semibold

Sentinel, Semibold Italic

ABCDEFGHIJKLMNO PQRSTUVWXYZ

abcdefghijklmno pqrstuvwxyz

0123456789

Trade Gothic, Bold Cond.

Trade Gothic, Medium

Trade Gothic, Bold

Aa ABCDEFGHIJKLMNO PQRSTUVWXYZ

ABCDEFGHIJKLMNO PQRSTUVWXYZ

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ABCDEFGHIJKLMNO PQRSTUVWXYZ

business system

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GETTING OUT OF THE KITCHEN

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CHAPTER 03

GETTING OUT OF THE KITCHEN

where we go from here Jiffy has been selling baking mixes since 1933, but at its core, Jiffy is more than just baked goods. With its new mission, Jiffy sets itself up to nourish our communities. The new brand will focus on all aspects of caring for our communities. Beyond baked goods and nutrition, Jiffy will be the industry leader in making sure everyone is touched by the love of Mabel Holmes. Opening doors into the philanthropy world, Jiffy will expand into social care, and education, as well as expanding their services and products. - 64 -

Foundation

Home

Work

Play

Food Distribution

Recipe books

Env. CafĂŠs & Cafeterias

En. Bakery

Edu. Culinary School

Env. Nurturing Home

Office Plan

En. Food Trucks

Env. Food Bank

Ev. Party Planning

Pre-baked Snack

En. Body & Mind

Ev Sharing

a new foundation The power of sharing. After extensive rebranding Jiffy has the opportunity to explore new endeavors. At Jiffy, we believe that sharing knowledge and wealth enables our communities to grow stronger. The Jiffy Foundation, a non-profit organization, will be developed to demonstrate the limitless power of good people and community.

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meals on wheels Food distribution — Service Partnering with the “Meals on Wheels” program will provide people in need delivered meals on a daily basis. The appeal and variety could benefit form Jiffy’s love. Where due to age, health, or financial concerns, some people might go for days without a well-balanced meal. By entering the program, an individual is entitled to the delivery of 3 delicious meals a day.

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follow your dreams Cullinary school â&#x20AC;&#x201D; Education Communities thrive when opportunities exist for local residents and business owners. The Jiffy Culinary School would be opened to provide career opportunities for people of all ages, and abilities. Scholarships will be available for qualified students, who will be required to volunteer at Jiffy Community Events.

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share what you can Food bank â&#x20AC;&#x201D; Environment Our Jiffy Food Banks will be community operated, and partially supplied by the local Jiffy Culinary School. Fresh baked goods, and delicious Jiffy meals, will be available to families in need. Food Drives would be held in local schools, churches and other places within a community to keep our shelves stocked.

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buy one, give one Sharing â&#x20AC;&#x201D; Event We are living in an economically challenging time. Jiffy Foundation will have Buy One, Give One events throughout the year to help support our neighbors. Where 100% of the proceeds go to local schools.

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at your fingertips Recipe booksâ&#x20AC;&#x201D; Product A homeâ&#x20AC;&#x2122;s kitchen is where the heart is, and deserves to be fully stocked with everything the cook needs. Jiffy Recipe Books and line of Utensils will bring meals to the next level. No matter how advanced the cook, Jiffy Meals will be quick and delicious. Recipe books will also list nutritional information for consumers to make educated decisions about food.

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come stay with us Nurturing home —Environment Getting old is not easy, Jiffy understands the need to have quality elderly care, and that’s why we’ll be opening our own retirement home. To assure our family gets the best care possible.

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relax, we got it Party planning â&#x20AC;&#x201D; Service Jiffy Party Planning service will help plan and cater pop up parties at a wide variety of locations. Clients will have their choice of Jiffy Meals and Baked Goods, and companies weâ&#x20AC;&#x2122;ve teamed up with.

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jiffy java Cafés & Cafeterias — Environment Cafés and Jiffy Cafeterias will be opened throughout communities and local businesses that will give busy workers access to nutritious meals and snacks while at work and on the go.

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busy bee Office planâ&#x20AC;&#x201D; Service Jiffy will help workers around the nation by generating 7-day meal plans that get delivered right to their desks. This will eliminate making wrong meal choices on an empty stomach. Lunchtime walk breaks will be encouraged within the plan to promote daily exercise. - 84 -

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Baked goods Jiffy bakeries â&#x20AC;&#x201D; Environment Jiffy Bakeries will be opened in local communities to supply fresh and affordable baked goods to the masses. Products will be available from our Jiffy Mix line as well as original recipes from our Culinary School students.

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enjoy your time Mind and Body Spa â&#x20AC;&#x201D; Environment The thought of Jiffy evokes a warm and peaceful feeling for most. At Jiffy Mind and Body Spas customers will have the opportunity to escape the hustle bustle of everyday, and relax in a warm, relaxing and spiritual environment.

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A PEEK TO INTO THE FUTURE

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CONCLUSION

A PEEK INTO THE FUTURE

wholesome living Jiffy has been selling baking mixes since 1933, but at its core, Jiffy is more than just baked goods. With its new mission, Jiffy sets itself up to nourish our communities. People today are more aware and interested in being informed than ever in history. Jiffy wants to appeal to consumers who prefer whole food products. We have paid special attention to the ingredients used in our process, and without compromising quality, this new line of food products focuses on “All Natural” packaged foods. In 1933 Mabel Holmes created the concept of pre-packaged food, today Jiffy aims to revolutionize our recipes and eliminate the use of artificial ingredients in its new line of products. Providing people with knowledge will empower them to make the best choices for their nutrition. Love and compassion through food will forever be our guiding light. We won’t forget where we started from, the kitchen of a sweet woman looking out for neighborhood kids. More nutritious and delicious products will be developed to, but our core will stay the same.

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thank you

A New Jiffy, Sealed with a Heart JIFFYâ&#x20AC;&#x2122;S IDENTITY HANDBOOK AND BRAND MANUAL

Nature of Identity Fall 2012 Instructor: Hunter a