Rebranding: JOI
This was a big project made for my Visual Branding and Design class during Fall 2023 semester (from August to December 2023). We were tasked with rebranding JOI, an already existing company that sells plant based milk. So as part of the rebrand, I researched the products they sell, target audience, and brand history.
Down below I have the final product designs I came up with, and some branding exercises.
This is the Logo I made for JOI. It is a very simple design: The name "JOI" in a Futura font, and using the colors I chose for the brand. I also added a vectorized almond/nut image to add a dot to the "I". I made that the "I" with the nut wasn't taller than the "J" and the "O".
These are the designs for the products. Since the product is like a base/paste made of nuts such as almonds, cashews, etc. that would be mixed with water to make a plant based drink, I chose to create a tag design for a jar container. The tag has the colors I chose for the rebranding: a deep rich brown color that represents the Earth and the color of certain types of nuts, and a light-blue color that not only represents softness (indicating that this product doesn't damage your gut), but also is complementary to the former color, which creates an eye catching composition while still managing to not be over the top and misrepresenting the product/company.
As for the type, I am using the font I chose for the rebrand, Futura. This font is very modern and clean, which I think represents JOI: This company sells plant based products which includes people who have diary sensitivities and thus makes this company progressive. On the other hand, the product doesn't have chemicals or preservatives, making it cleaner than other products out there.
Lastly, I included the nutritional facts, a barcode (a must for any product design), some milk and nuts imagery, which is supposed to represent the product and inform customer about what they are buying, and the redesigned logo.
This is a Billboard/Traditional Advertisement I made for JOI. This Billboard shows the product, the logo, and the website. I also included the milk imagery previously used for the tag to show what the advertised product is about, and to reduce the white space in order to make the composition more aesthetically pleasing. Then, I added the text "ORGANIC PLANT-BASED MILK BASES" so that people who might see the billboard while driving remember what it is advertising. Lastly, I decided to use a gradient using the main light-blue/teal color, and add a show to the jars to make the composition less flat.
For the final project, we have the Social Media page I created for JOI. The purpose of it is to promote the brand JOI and show its personality to the (potential) customers. The first post shows a photo of the product and is supposed to introduce JOI to the customers. The second post goes into detail about how the JOI products work, and gives instructions on how to prepared the plant based milks. The third post is a recipe for a lactose free Chicken Alfredo Pasta using the JOI products. The forth post shows a dad and his daughter sharing a wholesome moment together while drinking JOI's product; the caption has a pun/intelligent wording (JOIful) using the name of the brand that is supposed to show a playful personality of the brand. The fifth post has an aesthetically pleasing milk and nuts imagery, and a caption that is promoting almond milk by explaining its benefits. The last post is yet again a recipe, but this time, it is a recipe for a Blueberry Muffins using JOI's products to make a lactose free version.
Behind the Scenes: Marketing and Rebranding Exercises
Now I will show you all the exercises that I did before I could even start designing: Brand Research and Marketing. These were all crucial steps that must be done before even start the design process.
Brand Proposition
Brand Architecture
Customer Persona
Brand Persona
Brand Strategy
Brand Brief
Stylecape
