Joiys brand ethos is to toast the mischief makers, the blue sky dreamers, the free thinkers, the dare devils and the angels. They produce seriously good wine in cans giving people the chance to drink great wine without having to open a whole bottle.
Joiy is about fun. An antidote to the ordinary, a serum for seriousness, an elixir of enjoyment. Joiy is easygoing and accessible, ready for festivals, feasts and flights of fancy.
We were delighted to work with Cath and Chris on the redesign of their Seltzer cans, a lighter, delicious option crafted for the health-conscious with lower calories, low sugar, and lower alcohol. Ensuring the can design strongly featured the flavour profile while expressing the brand values of escapism and fantasy was key to the brief as well as appealing to the US market. We came up with the idea of hand colouring vintage style illustrations of both the lime and the pineapple and incorporating the escapism through magical fantasy birds. The beautiful frills and tail feathers of the lime bird are elegant and completely out of the ordinary. The parrot bird on the pineapple is used with the Joiy brand for a strong visual connection. Both of these can designs feel sophisticated and light to reflect the low calorie, sugar and alcohol content, along with the white can.
The latest can design is for a new cocktail range for the Canadian market starting with a Mimosa. Again we need to design a beautiful label that feels sophisticated while still capturing the heart of the Joiy brand with escapism. We captured the Mimosa flavour profile with a lovely pastel orange background, adding subtle bubbles floating up the can to speak to the drink being made from orange juice and sparkling wine. Then we created a vintage inspired orange hot air balloon. We added orange blossoms and leaves at the top of the orange half to really help people identify that this is an orange, as well as seeing the segments at the bottom. The hot air balloon was used to capture the idea of floating, like the bubbles, and to feel dreamy and escapist. We’ve placed Classic Mimosa in a modern, art deco inspired font to add to the origins of the drink as well as adding elegance and sophistication to the label.
We redesigned the Joiy website as it needed simplifying but to keep the quirkiness. The client wanted light, clean, refined, modern and fun with strong use of white background. The new design needed to primarily communicate the brand story and push online sales. We did this by making the shop very accessible with a continuous drive to ‘Shop’ page, having a shop link in the home page banner, as well as featuring products right underneath with links to individual pages.
The cans now look consistent with each can shown on a white background, but when you hover over the image you see a photo of the can being drunk or how it looks in a glass to bring it to life. We also introduced icons on the product specific pages capturing the unique selling points of each product.
Whenever we are talking about the brand ethos and the mischief makers we created new magical, escapism illustrations like a rider on the flamingo, a puffer fish hot air balloon and a monkey hang off a toucan bird. These add colour, fun and the Joiy brand to the simple white background without overpowering it. The new website design perfectly balances clean, refined and quirky fun.