Biggest brand identity of Chelsea Milling Company. Located in
Chelsea, Michigan,
USA, Jiffy Mix has produced cake and biscuit mixes for over 69 years. (Yeah, I
know, this isn't a big deal in Europe where everything's 500 or 1000 years old,
but the state of Michigan is barely 160. Give us a chance.)

You can guess approximately which decade they're stuck in from the Company's
catchphrase: "The mix is so simple, even a man can do it." Further, the
packaging of Jiffy's products, either due to brilliant intuition of retro fads or the lack
of funds for innovative designs, remains almost exactly the same as it might have
been in the Fifties: stark white background, baby blue borders and side panels,
dark photos of biscuits and cakes that look like they were taken in black + white
film and later colored by hand.

They love to give tours of their factory (still free!), especially to groups of children.
Since there's nothing much else in the area of rural Southeastern Michigan to
visit on school field trips, and since I changed schools frequently in elementary
school, I got to take the tour once in kindergarten, again in first grade, and again
in fourth grade. Apart from walking through the loud, scary conveyor lines that
rolled boxes of powder on all sides and over your head, the highlight of the trip was
eating your complimentary box of dry chocolate brownie mix in the bus on the way
home.

You can see how disillusioning it would be, having grown up near this old puff of
nostalgia, to find that they have reawakened in this century and decided to get
themselves an "online presence." Be sure to visit www.jiffymix.com and fill out the
online form so you can receive your free booklet of Nutritional Information, Camping
Recipes or "Hospitality In A Jiffy" Recipe Book.¹