A new brand and a fresh face for Australian skin care
The demand for locally sourced and natural skincare ingredients has led to the increased popularity of the Australian skincare industry. JOOV is a new brand, a manufacturer and retailer of skincare products ranging from facemasks to moisturisers, all made with natural Australian minerals. Given the highly competitive nature of this industry, creating a memorable and compelling brand was essential, whilst capturing a fun and Australian lifestyle atmosphere.
We kicked things off with a brand workshop and brand discovery, which helped identify JOOV’s unique selling proposition and target market. The product does not have a high price point or compete in the premium market, but it was important to present as an established brand with a good quality skincare range. It was clear that the brand needed to be fun and vibrant in order to stand out from the competition.
Before creating the brand identity, we developed concepts for the brand name. Inspired by the word “rejuvenate,” we landed on the idea of JOOV. The name has a short and punchy nature, both the sound and visual of the double O’s give it a bold, playful, and lively appearance. The concept of shortening words and creating ‘slang’ is also a uniquely Australian trait that ties in well with the brand values. And above all else, it’s easy to say and easy to remember. We designed a rounded typographic logo that exudes a relaxed and casual feel and is used as a prominent design element across the brand.
The colour palette used for the JOOV brand is vibrant and positive, whilst being inspired by nature. This was a conscious decision to stay away from fluorescent or ‘fake’ colours that do not represent the natural ingredients used to create the product. Depending on the scale and application in the design, the colours can be used to create a fun and energetic atmosphere, or toned down to create a more relaxing setting.