The recent redesign effectively addresses the evolving norms of socializing, particularly the increasing demand for low- and no-alcohol options. This shift reflects broader trends in food and drink sustainability, emphasizing consumer preferences for healthier alternatives.
Tasked by Britvic Carlsberg, the agency developed a strategy aimed at revitalizing the brand’s designs to ensure commercial success today. This focus is vital in a competitive landscape where food and drink marketing must resonate deeply with consumers.
“Like all brands in its sector, J2O – which launched in the late 90s positioned as an alternative to beer in pubs and clubs – had to evolve to remain relevant to consumers,” says Carly Sims, socialising brand director at Britvic Carlsberg. This evolution illustrates how brands must adapt to current consumer trends, including sustainable packaging options.
Nathan Frisch, senior strategist at Bloom, commented: “We felt the former branding was too tied to J2O’s beer-like origins—it reflected that late-’90s beer and bar culture, lads and ladettes wearing labels to style bars. That aesthetic no longer resonates, but we couldn’t ignore those roots. In fact, we wanted to amplify the current passion for all things 90s – it’s an era famous for being more fun.” This acknowledgment of the past serves as a foundation for future growth.
Bloom introduced a new ellipse graphic, drawing inspiration from J2O’s original logo. This graphic functions as a flexible framing device that honors the brand’s heritage while engaging with familiar category codes, such as food and drink packaging.
The redesign features a single typeface utilized across various weights. A wavy typographic style injects playfulness, aligning with Bloom’s aim to emphasize J2O’s vibrant fruit blends. This approach fosters creative expression while promoting consistency, a vital aspect of modern food and drink consumer trends.
The logotype underwent modernization with refinements in the interaction between the ‘J’, ‘2’, and ‘O’. Adjustments to the serifs and thickening of certain elements enhance readability, a crucial factor in effective food and drink marketing.
A vibrant green background nods to J2O’s fruity flavors. However, the chosen shade carefully avoids associations with health drinks, thereby striking a balance between appeal and authenticity as consumers increasingly gravitate towards sustainable options.
“Research showed that younger consumers dislike overt marketing tactics – they find them inauthentic,” says Craig Barnes, Bloom creative director. “Rather than mimicking competitors, we looked to resonate with people by leaning into J2O’s identity with subtle, meaningful design elements like the ellipse and wave patterns. We’ve evolved J2O into a bolder, more versatile brand, without losing its original heart and soul.” This thoughtful approach positions J2O strategically within its market, addressing the nuances of modern consumer behavior.
