Jigsaw Avenue
Jigsaw Avenue
Packaging and art direction for puzzles that stay on the coffee table
Project Overview
Jigsaw Avenue makes 1000-piece puzzles inspired by contemporary art, made in Britain from recycled cardboard. It launched in 2022 with nine puzzles in three collections: Message, City and Art.
We designed the packaging and art directed the photography.
Challenges & Objectives
Most puzzle boxes show a landscape and go back in the cupboard. Jigsaw Avenue wanted a box you would choose like a print or a book, and keep on show once the puzzle is done.
The nine artworks have little in common: slogans over botanicals, torn-paper cities, digital still lifes. One box had to hold them all and still read as one brand from across a room.
Jigsaw Avenue
Packaging and art direction for puzzles that stay on the coffee table
Project Overview
Jigsaw Avenue makes 1000-piece puzzles inspired by contemporary art, made in Britain from recycled cardboard. It launched in 2022 with nine puzzles in three collections: Message, City and Art.
We designed the packaging and art directed the photography.
Challenges & Objectives
Most puzzle boxes show a landscape and go back in the cupboard. Jigsaw Avenue wanted a box you would choose like a print or a book, and keep on show once the puzzle is done.
The nine artworks have little in common: slogans over botanicals, torn-paper cities, digital still lifes. One box had to hold them all and still read as one brand from across a room.
Client
Jigsaw Avenue
Industry
Lifestyle & Homeware
Services
Art Direction
Packaging Design
Timeline
12 weeks
Year
Client
Jigsaw Avenue
Industry
Lifestyle & Homeware
Services
Art Direction
Packaging Design
Timeline
12 weeks
Year

The Front
The box is built like a book. The artwork sits in a window on the front, with its title and collection set small above it, the way a gallery captions a print. A round seal carries the piece count.
One line along the base states the facts: recycled cardboard, made in Britain, contemporary design.
The Spine
The name runs the full length of the spine in white. On a shelf, a puzzle reads like a title in a bookcase, and nine of them read as a collection.
The layout never changes. Only the artwork and the colour do.
Packaging
Packaging
The Front
The box is built like a book. The artwork sits in a window on the front, with its title and collection set small above it, the way a gallery captions a print. A round seal carries the piece count.
One line along the base states the facts: recycled cardboard, made in Britain, contemporary design.
The Spine
The name runs the full length of the spine in white. On a shelf, a puzzle reads like a title in a bookcase, and nine of them read as a collection.
The layout never changes. Only the artwork and the colour do.
Packaging


One Colour per Box
Each box takes one colour from the artwork inside it: red for That's What She Said, mint for Digital Detox, blue for Paris Romance, olive for Disco Dinner Table. The type is always white.
The Stack
Alone, a box is a block of colour on a table. Stacked or lined up, the nine make a spectrum.
Colour
Colour
One Colour per Box
Each box takes one colour from the artwork inside it: red for That's What She Said, mint for Digital Detox, blue for Paris Romance, olive for Disco Dinner Table. The type is always white.
The Stack
Alone, a box is a block of colour on a table. Stacked or lined up, the nine make a spectrum.
Colour


Product
Each box is shot on a set in its own colour world. Disco Dinner Table on hot pink, with two coupes of champagne. Abstract Jungle on pink marble, with a glass prism.
Lifestyle
Then the box goes where it is meant to live: on a table with a coffee and the art books, or open with the pieces out.
The props are things its buyers already own. The box only has to look at home among them.
Art Direction
Art Direction
Product
Each box is shot on a set in its own colour world. Disco Dinner Table on hot pink, with two coupes of champagne. Abstract Jungle on pink marble, with a glass prism.
Lifestyle
Then the box goes where it is meant to live: on a table with a coffee and the art books, or open with the pieces out.
The props are things its buyers already own. The box only has to look at home among them.
Art Direction




Deliverables
Packaging system: front, spine and base
Nine box designs in three collections
One colour per title
Art direction for product photography
Art direction for lifestyle photography
Outcome
Jigsaw Avenue launched in 2022 with nine puzzles in one box design. The artworks could not be more different. On a shelf, they are clearly a set.
Deliverables
Packaging system: front, spine and base
Nine box designs in three collections
One colour per title
Art direction for product photography
Art direction for lifestyle photography
Outcome
Jigsaw Avenue launched in 2022 with nine puzzles in one box design. The artworks could not be more different. On a shelf, they are clearly a set.
Key results
9
box designs, one layout
3
collections: Message, City and Art
12
weeks, from brief to final artwork
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