Joja represents a new and unique breed of exercise studio, one whose unwavering passion and dedication takes home workouts to the next level. For Joja – an Instagram account which takes its name from a mash-up of founders and Victoria Secret models Josephine Skriver and Jasmine Tookes own names – offers unrivalled gym tips, healthy treats and daily updates centered on the joy of working alongside your best friend.
We wanted to create an effective brand identity that reflected Joja’s values, purpose and existence; an inclusive online platform and lifestyle brand that inspires females to find a love for fitness and health in order to be ‘the best version of you.’ Our task was to evolve Joja’s existing social media presence into a strong, independent brand that would reflect the personalities of the two founders and still inspire a diverse audience of 16-30 year-old females around the world.
We led a complete branding and identity refresh, using bold colour and energetic paint devices, to establish Joja’s new visual identity and reflect their youthful spirit alongside conceptualising an initial range of physical products to enhance their offering.
To spearhead the new visual identity, we created a clean balanced logo and wordmark, which not only reflected their positive manifesto by showing two J’s coming together to create a heart emblem, but to represent a new dawn for the brand looking to transfer from the world of social media into online and e-commerce. The new identity translated seamlessly across a comprehensive suite of new products, stationery, advertising campaigns and brochure design.