During the past decade, J&JOY’s focus was to develop a clothing collection for the whole family. Investing mainly in their product design and quality (the rational aspects of the brand) which they learned to master.
With ambitions like national development, international expansion as well as federating new team members, the foundations were missing. To stand out as a brand, they had to uphold values.
Our mission was to help them transcend functional benefits and develop the emotional aspects of the brand in a full rebranding.
We helped the team redefine their purpose first, rework their pitch, set up the strategy and then redesigned the brand's visual assets.
Identifying J&JOY’s legitimate vision and shining light on the company’s ambitions, helped us rekindle their passion for travel. They had already been designing their collection following inspiration from different destinations and cultures all around the world but lacked the perspective to realize that it was a major drive in how they approached clothing design.
Their purpose became simple: to offer moments of evasion.
Their purpose became simple: to offer moments of evasion.
