JOU JOU Beauty Branding Electric Brand Consultants
Task
JOU JOU is a Bright, Fresh, and Happy Gen-Z Cosmetics Line JOU JOU, a young New York based cosmetics company that creates beauty products for generation Z. The new brand had to be bright, fresh and able to bring happy emotions. And the photo style have to represent the targeted audience: diverse group of young women.
Ideas and solutions
We worked on branding, naming and packaging for JOU JOU, and also on several types of packaging: tubes, boxes etc. The communications concept we created was built around skin that knows what is best for "her". We called skin "she" not "it" since we gave a live role to it. Brand Legend: "We want you to be an expert and make conscious and independent choice, listening to your skin. Sense only your skin knows what is best for her". Brand Slogan: "Skin knows what is best for her". Moreover, the modern packaging for JOU JOU utilizes a central color per item, and then brings in a chunky serif-font to complete a look that is minimal and clean. The font translates perfectly across brand collateral, making the entire brand cohesive and inviting
