Olvi releases bold new identity with product launch

The Finnish beverage company wanted to build a world with the release of its bold challenger soft-drink brand, Juju. Olvi teamed up with London-based design agency BrandMe to create an expressive design with local character and a refreshing personality.

Olvi’s new identity system is reflected in vibrant colours, dynamic typography and energetic graphic elements that communicate taste and spontaneity.

With a contemporary and unique feel, Juju aims to stand out in the crowded soft drinks category across flavours and touchpoints. This artistic choice embraces joy and energy, appealing to younger consumers. Bright blues, oranges, greens and reds make each flavour stand out.

Its curved, bouncing text and graphics aim to convey the flow and punch of Juju’s name and taste. The dot of the wordmark’s ‘j’ blends seamlessly into the top curl of the ‘u,’ for a playful, swirl-like appearance.

“The challenge was to create and celebrate a free-spirited soft-drinks icon that has its own values, personality and taste credentials whilst standing up to the big brand leaders,” says Kendrah Johnson, creative director at BrandMe. “The proof point has been seeing it in-store, holding its own and writing its own story”