Joii App Startup Brand Route 2

Synopsis: Joii (Pronounced Joy) Pet Care is a start-up that required a brand design refresh as the current one did not have the creative scope to reach the business's long-term goals and it was riddled with technical design problems that affected the overall user experience and the standard of the creative output.

Brand Values from Workshops:
Bold, Happy & Thoughtful

Route 2 Goal: Create a brand with charm and appeal, while staying within consumers' realm of familiarity.

Brand Concept: What does joy look like through the eyes of the pets? For pets, joy is in simple things.

Creative Themes/Inspiration: Simplicity inspired by Headspace. Humour and character design inspired by ‘Dumb Ways To Die’. Research-driven by using simple shapes and colours most visible to dogs, cats, and rabbits.

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