From ordinary,
to legen-dairy.
Joi came to us as a new-age brand. Wanting not only to bend the rules but also change the rules when it came to the appeal of dairy products. In a heavy oligopoly market, the way to stand out was with clever packaging and brand recall at the forefront. We worked on their naming, identity development, packaging, social media presence, creative direction for photography, and communication guide.
With this opportunity, we had the chance to create something modern and progressive fit for a new-age generation instead of the traditional market players on the shelf. Joi stands on the core pillars of freshness and authenticity. The philosophy ‘farm to table’ is taken quite literally here, with the produce being of premium, genuine quality. We found our inspiration here.
The first deliverable we focused on was the name itself. We wanted it to be fun, vibrant, and easy to pronounce and remember. And that’s how Joi came to be — named after its birthplace, the City of Joy, Kolkata.
Since the brand is called Joi, we wanted to bring the happy, smiling element into the identity but didn’t want to be too direct about it. So we put a subtle smile on each of the Joi packages; the arch of the label itself is a smile you see clearly once it is completely laid open. The logo is a custom typeface to bring out the boldness and effortless flow of their iconic A2 milk. The packaging style was designed to be eye-catching with bright colours, flavour-related icons, and on-the-go usability.
We strategised their social presence to be young, approachable, caring, chirpy, and bonafide. We devised monthly plans with key content buckets and campaigns to promote a happier, healthier lifestyle without ever being overwhelming—because farm milk speaks for itself. But we didn’t stop there. We took things offline with hoardings and print ads to highlight that Joi’s milk movement is here and is here to stay.
To capture real Joi, we directed photography and videography to put forward new flavours, clean ingredients, active lifestyles, health benefits, and fun, relatable content – altogether forming a brand you can trust.
