Brand Transformation

Oojay is a premium heritage orange juice producer with limited and exclusive distribution. What orange juice do you drink having breakfast in the Hamptons? What orange juice do you use when serving mimosas on your yacht? Why Oojay of course!

Oojay wanted to reach a new, younger audience and needed to modernize its brand, styles, and complete identity system We worked with Oojay’s leadership team to define the goals for transforming the brand to address new market segments.

Using the Zooka 3Ps methodology, and a series of workshops, we worked with the brand team to define the company’s brand pillars, brand personality, and brand promise. By clearly defining the brand’s core elements, in language that business people can understand, everyone involved had a shared understanding of what the brand should be.

In addition to updates to the logo, we created a completely new visual identity system that we rolled out across packaging and all digital marketing touchpoints.

Oojay logo

The Zooka 3Ps™ Branding Process

Through a series of workshops and exercises, we work with stakeholders to explore your Pillars, Personality, and Promise.

Audience Analysis

We start with a workshop where we understand the needs and desires of your customer

Competitor Analysis

It is important to understand how your competitors position themselves – this ensures you can be unique and different

Pillars, Personality, & Promise (3Ps™)

The Core of our Methodology involves defining the brand values (pillars) and personality of your brand. This is more than that what and how of your company but WHY people should join your tribe. This culminates in a brand promise


Armed with a shared understanding of the 3Ps, we can proceed with the design

Oojay logo

The Logo

The company’s new visual identity speaks to a new audience of young, aspirationally wealthy individuals. In addition to photoshoots, our design team created a vast array of branded elements used on social media and in digital marketing. Everything about the new brand speaks of the opulent lifestyle of their customers and the ultra-premium nature of the product.

Other Services

Zooka provides a complete set of integrated services to help brands drive awareness and sales. We combine strategy and creativity in a data-driven approach that generates amazing results.