WORK / JOOCY
JOOCY
A juicy identity for a brand full of personality.
Fruit-first, loud on the shelf, friendly in the hand — an identity built to be spotted from across the aisle.
- ROLE
- Brand Designer
- SCOPE
- Identity, Packaging, Campaign
- TOOLS
- Illustrator, Photoshop
- YEAR
- Brand Identity — 2023
01 / Overview
Project Overview
A cold-pressed juice label needed a personality that could survive a crowded chiller cabinet without shouting about health claims.
02 / Direction
Creative Direction
Bright, rounded, a little cheeky. Fruit as characters, not as photography.
03 / Logo
Logo
Joocy Juice wordmark construction and clear space
04 / Colour
Color System
Berry
Citrus
Green
Cream
05 / Type
Typography
A rounded grotesque for the wordmark, paired with a plain workhorse sans for facts.
06 / Elements
Graphic Elements
Joocy Juice graphic elements, splashes and patterns
07 / Mascot
Mascot / Illustration
Each flavour gets a face — the smiling fruit family carries the brand across formats.
08 / Packaging
Packaging
09 / Applications
Applications
Joocy Juice stickers, cards and merchandise
Joocy Juice in-store signage
10 / Campaign
Campaign
Joocy Juice launch campaign posters
11 / Gallery
Final Gallery
Joocy Juice social media grid