NURISH by JIFU
JIFU tasked me with brand design of a lifestyle product line for JIFUshop. Our vertical was women invested in or pursuing a holistic lifestyle. However, we wanted to expand the brand’s reach to appeal to the male consumer within the same space. The brand identity was designed from this market positioning.
Simplistic and Sophisticated
An elegant and modern feel came naturally, as we wanted to convey a feeling of health, cleanliness, and simplicity, while simultaneously reflecting the sense of sophistication that is inherent to the holistic lifestyle. It was also important to create a style and branding that was distinct from existing JIFU brands. I leveraged this mood board to help convince the stakeholders to pursue the distinct branding design. I chose different shades of neutral blues to create a sense of calm and relaxation. Considering most products will be natural and organic, I also added a soft green into the palette.
Packaging.
In addition to creating the brand identity, I was in charge of packaging design to ensure our identity was maintained throughout the entire customer journey and converged with the customer’s perceived brand image. In working with JIFU’s distributor, I elected to go with black, white, clear, and in some cases amber, product containers/bottles to preserve the modern and sophisticated feel.
