Joker

The new expert
in plant-based nutrition

Accompanied by the Logic Design agency, Joker is reinventing itself and revealing a clearer, more assertive and more relevant positioning, to give the brand a new breath.

UNDERSTAND

Positioning Joker as an expert in plant-based nutrition

A fruit juice brand since 1936, Joker, together with Logic Design, took up the challenge of responding more accurately to new consumer expectations and trends. In an ever-changing world, this (r)evolution/renewal was essential!

Often associated only with breakfast, Joker is moving towards a holistic brand with expertise in plant-based nutrition, combining healthy, tasty foods with no added sugar.

The aim? To make good, nutritious products available to everyone, at every moment of the day.

EMBODY

Reflecting
the strategic vision with new graphic codes

To illustrate all the benefits of Joker drinks in a clear and simple way, Logic Design has developed a visual system and new graphic codes, communicating clear and simplified information to convey a comprehensive and accessible message on each of the ranges.

The packs feature a central Joker logo, underlining the new positioning with a gourmet twist. The nutritional message is also at the heart of the story, presented in a simple and educational way.

It’s a brand universe where nutrition, indulgence, joy and pleasure all come together.

‘‘Choosing your favourite juice, understanding its nutritional contribution without forgetting the pleasure, controlling your diet just got easier!"

‘‘Welcome to simply eating-well, welcome to the world of Joker!"

ALIGN

The global overhaul of the offering and future innovations

Underpinned by this new identity, Joker is delivering on its brand promise of easy, educational nutrition.

This new vision is reflected in all the brand’s current offers, as well as in its innovations: a new Pur Jus Engagé with recipes based on fruit and vegetables, to anchor the brand in the world of plants; and also Fraich +, a drink with a high fruit content and low calories for a moment of thirst-quenching pleasure.