Encouraging customers to taste the joy
Joya was the original milk substitute when it launched 30 years ago, far ahead of its time. While still being well-loved across Austria, Germany and Eastern Europe, Joya’s packaging was looking dated next to the ever-growing line-up of trendy plant-based milks on shelf.
A brighter approach.
Putting the joy in Joya.
We turned up the volume on the colour palette – moving away from faded pastels to brighter, more vibrant colours. Further dynamism was added into the milk splash to make it appear energised – showcasing a more positive approach to the liquid. The result is a brand that customers can connect with – simply put it exudes more joy and quality.
Brand Identity, Packaging