This is the first handshake between Jandi and someone who never chose to meet it: a small booklet living inside every gift box, read in the thirty seconds before the contents are seen. It has to introduce the brand, explain why it exists, and hint at more, without ever feeling like a sales insert. Built as a template, it needs to work for issue one and every issue after.
Overview & Goals
- Explain what Jandi is and why it exists to someone with zero prior context, in under a minute of reading
- Make the booklet feel like part of the gift, not an add-on, through paper, tone and pacing
- Introduce the wider range at the back only, as a soft invitation rather than a catalogue
- Establish a reusable template structure that future issues can refill without redesign
Budget & Timeline
Content and structure need to be settled first since both are still open, followed by design and a print-ready handoff that allows enough lead time to be at the printer by mid-September and in boxes by October. The page count is not fixed at twelve: if the story lands in fewer pages, fewer pages ship.
Publication & print
- Format & extent
- A6 portrait, 12 pages including cover. Small enough to sit on top of the contents without covering them.
- Binding
- Saddle-stitched
- Content
- Both still need work
- Print run & paper
- 15,000 copies a year. Uncoated 120gsm inside, 250gsm cover, the same paper family as the box so it feels like it belongs.
- One-off or series
- Template for future issues
- Folding & pages
- Twelve pages saddle-stitched, no folds beyond the spine. Spreads matter: the middle two pages are the only place we get a full width image.
Target Audience
Gift recipients, not gift buyers. They did not choose Jandi, may never have heard of it, and are holding the booklet in the small window between curiosity and unboxing.
Style
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
When a box is given as a present, the person receiving it has no idea what Jandi is. We want a small printed piece that goes inside every gift box and explains the idea in the thirty seconds before they open it: what this is, why it exists, and what else there is. It has to feel like part of the present rather than a catalogue that fell in. German, and it should still make sense in a year, so no seasonal references.
Scope & Deliverables
- Booklet content structure and page-by-page copy direction
- Full booklet design across cover and interior spreads
- Print-ready files matched to the box's paper family and finish
- A reusable template system for future issues
Do's & Don'ts
Do
- Write for someone who did not choose this and has never heard of Jandi
- Place the range at the back, treated as a discovery, not a pitch
- Use paper and finish that matches the box, so the booklet feels like it belongs
- Design pages as spreads, since the centre spread is the only full-width image
Don't
- Do not date the booklet with a season or year, since it sits in stock for months
- Do not print prices, since they change and the booklet does not
- Do not open with the product range before the story is told
- Do not pad the page count if the idea works in fewer pages