Jiffy Eats

STRATEGY | IDENTITY | BRANDING APP DESIGN

Jiffy Eats is here to fix the mess. School and college canteens have historically been associated with bland, unhealthy, unsanitary and boring food - but not anymore.

By using cutting-edge technology, minimal human interference and a menu that’s consistently tasty, nutritious and hygienic, Jiffy has crafted a corner for itself in the world of affordable meal plans for the students of Kota.

Jiffy came to us looking for someone to help them bring the world of technology and innovation into the world of food, in a way that would excite rather than alienate people.

Brand Workshop

Brand Workshop

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

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Insights

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Jiffy provides a variety of affordable meals that are extremely nutritious and always consistent in their taste by using advanced technology and bio-hacking processes in a centralised, tech-enabled AI kitchen with zero human interference.

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It was integral to create a world for Jiffy that carefully toyed with technology in food in a way that would entice rather than feel cold and distant for their core audience of students and parents.

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Today, there is a strong need for food that is more than just tasty. This is a huge part of an individual’s journey towards healthy living. Jiffy Eats provides meals with variety, nutrition, and consistency at affordable rates.

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It was important to keep in mind that Kota has historically been a place of academic pressure, so the brand needed to be youthful and vibrant, a place for the students to escape from their pressures and have a little fun.

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Jiffy needs to speak to a wide range of consumers, across varying locations, whose attitudes toward foods are quite different and constantly evolving. The mindset, needs, and attitudes of the Kota student are very different from students in other cities.

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It was important for Jiffy to come across as:
Fun, not flaky
Smart, not stuffy
Cool, not cold
Inventive, not impractical
Reliable, not rusty

Brand Narrative

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Identity

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We designed the logo to focus on the energy and playfulness in the name. The tilt and stroke help bring a sense of motion and speed, while the custom typography adds a sense of fun through its curls and juicy form.

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Identity

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We designed the logo to focus on the energy and playfulness in the name. The tilt and stroke help bring a sense of motion and speed, while the custom typography adds a sense of fun through its curls and juicy form.

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Visual Language

Visual Language

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

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Visual Language

Visual Language

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

The project started out with a workshop tailored to find key strategies to apply to the brand. We identified core target audiences, helped define the brand personality and collaborated on how to tackle the brand positioning.

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Brand Collaterals

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ENAMEL PINS

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TAKE-AWAY BAGS

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MERCHANDISE

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HAND SANITIZER

HAND SANITIZER

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BUSINESS CARDS

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UNIFORMS

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Host

Host

Hospitality

Hospitality

Apron

Apron

Menu Design

Menu Design

Designing the menu helped us build further on the visual language. We created a set of fun, relatable illustrations for the students, that could be used for each day of the week.

We also included page-breakers in between meals with some self-care tips for students to find ways to combat their academic stressors.

Designing the menu helped us build further on the visual language. We created a set of fun, relatable illustrations for the students, that could be used for each day of the week.

We also included page-breakers in between meals with some self-care tips for students to find ways to combat their academic stressors.

MENU PAGES

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We designed the main pages of the menu to be relatable, funny and reflect situations that students often find themselves in. Being a completely vegan menu, it was also imperative to mention calories and protein intake to reassure the students of the health in each meal.

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These self-care tips are also sprinkled throughout the menu to help students cope with the stresses and pressure put on them to perform academically - a problem historically associated with Kota.

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These pages are designed to help the students keep track of which meals correspond to which day, as well as a quick journal at the end of each week to keep them engaged and introspective.

MENU PAGES

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We designed the main pages of the menu to be relatable, funny and reflect situations that students often find themselves in. Being a completely vegan menu, it was also imperative to mention calories and protein intake to reassure the students of the health in each meal.

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These self-care tips are also sprinkled throughout the menu to help students cope with the stresses and pressure put on them to perform academically - a problem historically associated with Kota.

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These pages are designed to help the students keep track of which meals correspond to which day, as well as a quick journal at the end of each week to keep them engaged and introspective.

Custom Thali

Custom Thali

We collaborated with the amazing design team at Tiipoi led by Spandana Gopal to create a custom Thali for Jiffy. It has been designed to be easy to clean, with dividers that allow for easy mixing. It’s made of stainless steel with a powder coat of our brand colour.

We collaborated with Tiipoi to create a custom Thali for Jiffy. It has been designed to be easy to clean, with dividers that allow for easy mixing. It’s made of stainless steel with a powder coat of our brand colour.

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Campaign:
#unmesskaro

We worked on a launch campaign for Jiffy that used the idea of ‘fixing the mess’. While we originally planned to launch the campaign with a photoshoot, props and a full blown strategy, the pandemic had other plans. This project was cut short - but may launch in the near future, so keep an eye out for it. Meanwhile, here are some covid-related posts we did end up making, using our hashtag from the campaign, #unmesskaro.

Ironically, the fully automated process we were worried might alienate people proved to be an asset in a post-pandemic safe and sanitized world.

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App Design

We also designed an app geared towards students who can use it to sign up for meal subscription plans, to view their menu for the week and get fresh meals home delivered.

The app was designed not only for the students, but for the parents as well, since most students may not be financially indepenendent to make such decisions

USER FLOWS

We began this exercise by mapping key user flows for the app.

ACCOUNT PAGES

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CREATING AN ACCOUNT

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SUBSCRIBING TO A PLAN

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USER FLOWS

We began this exercise by mapping key user flows for the app.

ACCOUNT PAGES

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CREATING AN ACCOUNT

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SUBSCRIBING TO A PLAN

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HOME PAGE

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Logged in with no active subscription

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New user

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Logged in with ended subscription

HOME PAGE

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New user

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Logged in with no active subscription

Logged in with no active subscription

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Logged in with ended subscription

MENU AND CALENDAR

With these screens, the user is able to schedule their meals, viewing when their meals have been delivered and how many days are left in their subscription plan.

For this, we created a simple system with the calendar and the menu for the viewer to easily view the selection for the week at a glance.

FOOD MENU

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NUTRITION INFO

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CALENDAR

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Menu, when no meal plan is subscribed by the user

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Calendar, when no meal plan is subscribed by the user

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Menu, when one user has multiple subscriptions

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Calendar, when one user has multiple subscriptions

MENU AND CALENDAR

With these screens, the user is able to schedule their meals, viewing when their meals have been delivered and how many days are left in their subscription plan.

For this, we created a simple system with the calendar and the menu for the viewer to easily view the selection for the week at a glance.

FOOD MENU

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NUTRITION INFO

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CALENDAR

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Menu, when no meal plan is subscribed by the user

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Calendar, when no meal plan is subscribed by the user

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Menu, when one user has multiple subscriptions

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Calendar, when one user has multiple subscriptions

SUBSCRIPTION PAGES

The pages for the subscription process were designed keeping in mind that there may be situations where the student may have a parent or friend who would make the subscription on their behalf.

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After subscribing, the user would just have to scan their unique QR code to recieve the meal that they ordered!

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SUBSCRIPTION PAGES

The pages for the subscription process were designed keeping in mind that there may be situations where the student may have a parent or friend who would make the subscription on their behalf.

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After subscribing, the user would just have to scan their unique QR code to recieve the meal that they ordered!

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ACCOUNT

The pages for the account were designed for users that may have single or multiple subscriptions for themselves and for friends.

SETTING UP AN ACCOUNT

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ACCOUNT PAGES

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ACCOUNT

The pages for the account were designed for users that may have single or multiple subscriptions for themselves and for friends.

SETTING UP AN ACCOUNT

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ACCOUNT PAGES

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BUILDING THE STYLE SHEET

To ensure that all the designs were consistent through the app, we defined all aspects of the components and asset in a stylesheet that was handed over to the client, so that there are no discrepancies in the visual style during development.

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BRB, In a Jiffy (fingers crossed)

The images used throughout this project are for representation only - we had a shoot planned, but unfortunately due to COVID-19, everything had to be put on pause. Since the brand was meant to launch in Kota, it's presently on hold - since students, hostels and learning centres remain closed for the most part due to the pandemic.

We're hoping this goes live soon and that the hardworking kids in Kota get to enjoy the benefits of this phenomenal meal service.

Project Credits

Client: Pranjal Agarwal
Creative Direction: Anushka Sani
Strategy: Mukul Soni
Design Lead: Anisha Sirur
Project Management: Aditi Rao

Branding & Identity: Anisha Sirur
Illustration: Jyothi Iyer, Anisha Sirur, Janvi Tapadiya
UI/UX Lead: Rohit Dasgupta
UI/UX Team: Farshogar Vazifdar