Seriously strategic social media

Social media is a relentlessly evolving industry that many find daunting as a business marketing channel, so I designed the Social Jooce brand identity with a non-corporate look to combat this and appeal to their audience. The design concept encapsulates the human connection and engagement social media thrives on.

The primary logo uses the brand name characters to depict two faces by adding cheeky smiles to the composition, forming a ‘smiling’ logo that’s welcoming and friendly. It also shows collaboration, a core value that drives the business.

It’s important the new identity is distinctive on social media where it’s most active, so I created a secondary brand mark that takes up minimal space as a profile icon. This shorthand logo uses the brand initials to depict a face for consistency.

Colour shows the nourishment Social Jooce brings to growing businesses. The brand palette is warm and intense with deep, autumnal tones that are nurturing but vibrant. Navy, for trust, strikes a balance with beetroot, for passion, as primary colours, while the supporting palette colours share the names of the colourful fresh produce they’re inspired by.

Modern and versatile typefaces – Museo Sans and Museo slab – form a strong brand typography system, with unique traits that add personality. They feel robust and friendly. As they’re from the same typeface family, they complement each other perfectly too.

Another highlight of the identity system is the juice droplet symbol, used as a favicon and the basis of a set of custom icons that highlight key services. It conveys the idea of nourishment and energy. Like the Jooce in its name, celebratory bold patterns further bring the brand to life.

I loved injecting fun into this identity to capture Social Jooce’s spirit and inspire its audience to embrace social media. As another great result of this rebrand, Sarah and I have since partnered to help others kickstart their brands through our workshops.