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.