Kaylynn Olmstead, Art Direction, Strategy

 

Objective: The purpose of this project was to gain awareness for the brand as well as establish a brand voice.

 

Target: The target demographic was Gen X women, wealthy enough to spend extra for premium quality.

 

Strategy: Jeni's is not your average ice cream. Every decision they make has the quality of their product in mind.

 

Insight: Those unfamiliar with the brand might not understand what Jeni's stands for and what makes them so different from the rest.

 

Solution: By highlighting the common complaints Jeni's receives from actual people, the company can respond in a way that playfully educates people about the brand as well as establish a brand voice.

 

Skills Demonstrated: Concept, Strategy, Typography, Aesthetics, Simplicity, Imagery, Research, Consumer Insights

 

Credits:

Kaylynn Olmstead: Strategy, Copywriting, Art Direction