joy branding


A corporate visual identity for Joy and Joy Cafe

The Client: Joy

Creative category: branding / logo design

The Goal: To create a corporate brand for the Joy company, and several product sub-brands related to the parent brand.


The Challenge

✏️  Reinterpreting a previous Joy logo

📱  Visual expression of the mobile “nature” of the brand

📋  Developing a modular identification of the brand

♾️  Applying the branding to both online and offline products

The Result

📣  Enhancing the brand recognition

🔼  Increasing the loyalty of the current users

👫  Reaching new user groups

📈  Improving the positioning of certain products


The Process

1. Previous brand analysis

The very first challenge was rebranding the existing brand. We had to reorganize and refresh a visual identification, starting from developing a joint vision with our client. We implemented a series of research and brainstorming activities:

  1. audit of the previous brand identification,
  2. discussing the key business goals of our client
  3. creative workshops and creating brands’ structure
  4. creating a brand persona

The identity and the structure created during these activities had to take into account the umbrella / modular structure – including the product sub-brands, both the ones that exist, and the ones that might be created in the future.

2. Sketching and prototypes

In a conceptual phase, we focused on developing a trend for the visual layer. We selected a colour palette and created an inspiration mood board, that allowed us to move on to the first drafts and prototypes.

We proposed five logo design ideas and presented them on the product mockups. The client asked us to test two options.

We conducted a basic survey that allowed us to point out a preferred option.

3. Brand book

We refined the design and created the final logo; we tested it in different sizes and placements. We made a brand book that is a fundamental element of a brand’s visual identification. The elements included were, among others:

  • a symbol and a logotype
  • colour palette and brand’s typography
  • rules of usage and examples on various media (and on different materials)


4. Sub-brands crafting

Thanks to the in-depth process of rebranding the parent brand – Joy – we were able to efficiently and coherently design the sub-brands, such as Joy Cafe and Joy Market.

Hello there!

Let’s drink some coffee and talk about your project

CROWDthinks Bartosz Malinowski
ul. Jurczyńskiego 34
Łódź 92-306
+48 501 682 708

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