Joia

Branding Strategy, Identity, and Packaging

Role: Olivier G Duong (Art Direction, Lead Designer)
Credits: Stéphane Mounet (Photographer & Photo Retoucher)

Joia, which originates from “joie” (French for “joy”) is a jewelry manufacturer, that was searching to refresh their brand identity. Joia was primarily aiming towards presenting itself as young and dynamic. But, their new collection was appropriate for a broader audience than usual; they were aiming to attract a wider group of clients spanning from businesswomen to housewives all the way to women athletes. The new brand voice had to speak of elegance, sophistication and confidence. In order to deliver the best solution, I worked closely with Joia trying to understand their new, broader target audience and anticipate their needs and preferences. I was responsible for the creation of the new branding identity, from print to packaging, which would stir the image towards a truly sophisticated brand experience. The logo I created consists of the letter J and the letter O from “Joia,” which isarranged to form a Joia ring.