Joli Takes You on a Tropical Escape with Watts Design’s Joyful Branding

Published

August 30, 2024

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Joli, a coconut jelly dessert brand, teamed up with Watts Design to create an engaging and whimsical identity that transports consumers on a tropical escape. The design focuses on vibrant, joyful visuals, a playful tone, and sensory-driven elements like silk-screened jars that highlight the creamy product inside.

Brief:

Joli is a revolutionary coconut dessert that redefines indulgence. With its light, creamy texture and burst of fresh, natural fruit flavours, Joli invites consumers on a tropical taste adventure. Bringing a unique dessert experience to the Australian market, Joli presented Watts Design with the challenge of bridging the gap between a new concept and consumer understanding. Our goal was to craft a multi-sensory brand experience that would entice consumers to join the adventure.

Solution:

We crafted a cohesive brand experience for this new dessert concept that engages all the senses. Starting with naming development, we created the name “Joli” and then explored a playful brand identity centred around joy and delight. To complement this whimsical feel, we developed a vibrant visual language bursting with tropical colours and mouth-watering photography. We further enhanced the experience by silk-screening the Joli brand directly onto the jar, showcasing the product’s creamy texture and creating a tactile connection with the brand. This holistic brand approach invites consumers on a sensory journey and brings the Joli story to life.
– Watts Design

Andrew Gibbs

Andrew Gibbs has been called an “innovator in the world of design” as the founder, CEO, and Editor-in-Chief of Dieline, founded in 2007. Andrew started Dieline Awards in 2009 to formally recognize the world’s best consumer product packaging design. The awards competition was recognized as a “global phenomenon” in its first year. In 2010, he founded Dieline Conference, an annual conference for creative professionals in the packaging design and branding industry. He now serves as Creative Director and Programming Partner for HOW Design Live, one of the largest annual gatherings of creatives in the world. In 2014, he became a faculty member at ArtCenter College of Design in Pasadena, CA teaching Packaging Design. Andrew was previously named the Editor-in-Chief of HOW Design Magazine in 2015, making him the youngest editor of a design magazine ever. In 2018, Andrew became a Climate Reality Leader after training under Al Gore at the 2018 Climate Reality Corps. He joined A Plastic Planet, a U.K. based non-profit that is dedicated to dramatically reducing the amount of single use plastic used in the packaging industry. Andrew speaks and consults worldwide on the topics of packaging design and sustainable packaging.