Copy + Illustration + Packaging
Joya wanted to enter the UK market with their 100% organic range of dairy free products. Research into consumer trends and existing competitors had identified the need to reassess their current packaging to increase shelf presence. "Joy" became their new positioning platform.
Building on their 100% organically grown ingredients and complete traceability, the Joya farmers were placed centre stage through quirky illustrations of them and their produce. The company also "knew them all by name", so I wrote short biographies, highlighting what might bring them joy. This gave consumers a memorable brand they could be emotionally attached to, and opened up the ability for Joya to develop real brand stories and content marketing.
This was my favourite design in a creative pitch I undertook for Sideshow (now Eleven Miles) as a freelancer. Unfortunately for all, Joya decided to launch with their existing packaging, reasoning that it wasn't economically viable to rebrand for the UK market alone.