Logo for Joe Heath Juice featuring a stylized peach with a smiling face and leaves.

Branding
Illustration
Packaging

Nutritious, natural, vegan,delicious, and fun!
In two flavors, two ways of consumption. Ready on the go.

*Joo is a fictional illustrated brand.

Brand Approach


The brand is built around a gentle, caring approach to children, focusing on calmness, trust, and emotional comfort. Every visual and message is designed to bring a sense of care and reassurance to families with young kids, creating a peaceful and nurturing brand experience.

A promotional image for Joo Health Juice featuring a bottle of Orange and Carrot juice and a pouch of Apple, Carrot, and Cabbage powder with a forest background. Text highlights the juice's high vitamin C and iron content, and that it is natural and sugar-free.
An array of ten colored circles in two rows. The top row has green, lime green, coral pink, orange, and blue circles. The bottom row has brown, beige, dark red, and maroon circles.

Color Palette


The color palette blends earthy tones for the sloth with bright, nature-inspired colors like vivid greens, orange, pinkish red, and ocean blue. This balance connects the brand to nature while keeping it playful and energetic, creating a fun, welcoming visual language that feels lively and engaging for kids.

Packaging of Joo Health Juice powder in green and red packets with the flavors 'Orange + Carrot' and 'Apple + Carrot + Cabbage'. The packets highlight 'Just add water!', 'Sugar free', and '100% natural'. The background features a green and blue section with the text 'Powder Version 30g, Just add water!' displayed on the right side.
A sleeping sloth resting on a tree branch surrounded by green leaves.

Brand Icon


The icon features a happy sloth hugging a carrot, symbolizing calm care and gentle nourishment. Designed to represent Joo Juice’s mission of supporting kids with iron deficiency, the smiling sloth conveys warmth, trust, and a relaxed approach to healthy habits, while the carrot highlights the product’s natural, nutrient-rich focus.

Two bottles of Joo juice, one labeled Apple + Carrot + Cabbage and the other labeled Orange + Carrot, both with cartoon vegetable illustrations, set against a green background with leaf patterns and a small white logo in the bottom right corner.
A promotional graphic for Joo Health Juice featuring two bottles of fruit and vegetable juices, one labeled 'Apple + Carrot + Cabbage' and the other 'Orange + Carrot', with bright green and orange backgrounds and colorful stripes. The text reads 'Drink Ready 300ML'.

Packaging Look & Feel


The packaging follows a fun, illustrated approach with animated ingredients, smiling faces, and vibrant pops of color. Designed to feel energetic and joyful, it helps kids associate iron and energy with fun and positivity rather than medication, turning the drink into a happy, playful moment they can relate to and enjoy.

A glass of water, a head of lettuce, a group of fresh carrots, and apples surround a packet of JoO health juice that contains apple, carrot, and cabbage, with labels indicating it is sugar-free and 100% natural.
A carton of Joo orange and carrot health juice with a glass of juice, fresh carrots, an orange, and a lemon against a striped coral and orange background. The carton features a cartoon sloth holding a carrot and additional cartoon carrots and oranges with the text "Vitamin C & Iron". There is also a logo with two cartoon vegetables and the text "ORANGE + CARROT".
White text on black background reads, "MORE ENERGY FOR MOMENTS THAT MATTER MOST."
The Nintendo Switch logo in black and white.