Joicy
A juice for the calm ones
Joicy is a juice for people who don't follow the crowd and don't need to shine: the 'zero' people, calm and real. We wrote that positioning, drew a logo where the 0 becomes a fruit with a leaf and a straw, and explored four packaging directions for a 35cl glass bottle. For the same client we also designed Wakey, a line of natural energy sticks.
The challenge
Juice shelves are loud: neon colours, big claims, fruit everywhere. Joicy wanted to speak to people who tune that out, so the brand had to be warm and simple without disappearing.
The solution
A positioning built on 'zero': no buzz, just a vibe. A logo where the 0 doubles as a fruit with a leaf and a straw, in orange with a deep green. Four bottle directions, from a bold vertical wordmark to hand-drawn fruit that only shows when the bottle is empty. For Wakey, one logo with a lightning stroke and a colour per flavour.
A juice brand and an energy-stick brand, ready to go on the shelf.
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Baraka Cars
