Joi entered the market as a bold, new-age dairy brand - one that wasn't just bending the rules but rewriting them. In a category dominated by familiar players, the brand needed to stand out through sharp recall, modern design, and clear communication. We worked on the naming, identity, packaging, and social presence to shape a brand that felt fresh, confident, and rooted in authenticity.
For social, our approach positioned Joi as young, approachable, and genuinely caring - promoting a happier, healthier lifestyle without overwhelming the audience. Through content buckets, campaigns, and relatable narratives focused on real ingredients, real benefits, and real experiences, Joi established itself as a dairy brand with personality, purpose, and staying power.