Following the juicing trends in the UK and US, BonJu taps into the increasing desire for Swiss consumers to eat and live a healthier lifestyle, providing some much-needed nutritional TLC for their busy work and social lives.

We set out to capture Founder Judy’s expertise, abundant creativity, and enthusiasm around health and nutrition. This drove our strategy, from naming and the visual identity, to the packaging design and brand communications.

Brand values around the convenience and rewards of ‘going green’ led to a name that reflects goodness and warmth; ‘bon’ (good) and French greeting ‘bonjour’ is combined with the Founder’s name, Judy, and the product itself, ‘juice’ or French ‘jus’. BonJu was born.

A custom logotype has a timeless appeal, with contemporary serif letter forms that play with contrast and traditional luxury visual cues. A leaf mark is built in to create a visual split between 'bon' and 'ju', highlighting the multiple meanings behind the name.

The BonJu brand archetype is associated with a vibrant and verdant colour palette that conveys freshness, nutrition, and energy.

A clean, sans-serif title font is contrasted by the expressive script that punctuates layouts. The system is completed with a set of graphic icons and natural product-centric photography.

The brand logo holds weight, printed, with key product information, on transparent labels to allow the smoothie itself to be the hero of the design.

The leaf motif is extended from the BonJu logo to the custom neck tag design, reinforcing Bonju’s POD and creating a visually arresting ‘forest’ on shelf. This is amplified by the use of vibrant colour to mark flavour variations.