CLIENT

ART OF JUICE D.O.O.

BRAND

MR. JOOS

TYPE

BRANDING, PACKAGING, VISUAL & VERBAL COMMUNICATION

The development of the Mr. Joos project encompassed the entire branding process — from naming and brand concept, through creative strategy and verbal communication, to the visual identity and packaging design. Mr. Joos offers a range of unique juice recipes, delivering high-quality, nutrient-rich products without added sugars, flavors, additives, or preservatives.

These 100% natural, fresh, and unpasteurized juices are crafted for the modern consumer with a hectic lifestyle. They are distributed not only through retail chains but also in bars, restaurants, fitness clubs, and health food stores. The brand’s visual identity is driven by a creative concept aligned with its strategy and market positioning.

Mr. Joos stands out as the only juice brand on the market that preserves the natural integrity of its ingredients through an exclusive cold-press technology. This innovation positions Mr. Joos as the premium vitamin drink — the true “mister” among juices: Mister 100% Juice.

The word JUICE is creatively spelled as "JOOS", accompanied by a clear grammatical guide on the packaging and promotional materials to ensure correct pronunciation. The design cleverly incorporates the number 100%, highlighting the product’s commitment to being completely natural. Additionally, the face and eyes of “Mr. Joos” give the brand a unique personality, brought to life through various playful and engaging elements across the packaging and visual communication.

Color Palette

Typography

This packaging design allows each juice to showcase its own unique “character” and benefit. For example, the juice named "Hello" is pure orange juice, crafted to energize your morning. Reflecting this, Mr. Joos is given a playful “hair” shaped like the sun, reinforcing the fresh start and vitality the juice provides.

Meet the Gentlemen

Each of the 11 juices in the current lineup is given a unique name and corresponding graphic element to highlight its character. For example, Detox features wings, Hangover sports a party hat, Sailor Man (spinach juice) wears a sailor cap, Mojito dons a court jester’s hat, C-Bomb is symbolized by a lit bomb, Flu Fighter has a winter cap, Honey Bunny sports rabbit ears, Wake Up shows tousled morning hair, and Hello (pure orange juice) radiates sun rays.

This playful combination of visual and verbal elements allows each consumer to connect with a specific juice flavor and personality. This engaging storytelling adds significant value to the product and helps it stand out in the market.

The playful character of the Mr. Joos brand and the carefully crafted visual language, developed through product packaging, have opened wide possibilities for brand extensions as well as diverse design solutions in communication materials.

The Mr. Joos branding project has received recognition for its award-winning packaging design and cohesive visual and verbal brand communication.