Problem: Everyday people unknowingly follow superstitions such as, avoiding walking under ladders or refraining from picking up pennies if they are heads down. These things are believed to influence luck, yet are never questioned as to why?

Solution: Given that superstitions are often rooted in upbringing and habitual behavior rather than genuine belief, Jinx aims to playfully emphasize the seriousness with which they are taken.

Strategy: Superstitions become ingrained in our behavior, and much like shadows, are always there. Utilizing shadows as a brand element, Jinx incorporates bold, mystical and lighthearted designs to effectively poke fun of the habitual nature of which superstitions are often followed in.