JUX
JUX are a freeze-dried ingredients company with a mission to bring better nutrition to the masses on a daily basis. By removing water (freeze drying), the produce lasts longer whilst still maintaining almost 100% flavour and nutrition.
The challenge for JUX was to educate customers to the huge benefits of freeze-dried, but also seamlessly fit within the highly personal and established kitchen environment. Freeze-dried products had a reputation as gimmicky or as sub standard garnishes in ready meals. JUX wanted to convey how their ingredients are concentrated and intensified leaving just the good stuff left. They are 100% natural with flavour and nutrients captured and frozen in time at the point of picking. The process is highly efficient, reducing produce down to its key elements. But during that reduction process, something else is added. It becomes more sustainable, more accessible.
Another challenge was to introduce this new type of ingredient into the consumers' home and kitchen. This should not change what people like to cook, it should change how people cook. Favourite dishes will still be favourite dishes, people's food journeys can still expand and continue unhindered.
Services:
Branding
Packaging Design
Illustration
Art Direction
Our strategy was to focus simply on what it is and what it does. These are ingredients, not spices, garnishes or seasonings. And they excel on flavour, nutrition, health and the environment.
BIG IMPACT INGREDIENTS
Our branding is bold and informative, educating whilst also being simple and clear. The logo's bespoke stencil letters, are a subtle reference to the freeze-dried reduction process: altering the original state whilst maintaining 100% clarity and characteristics. Its detailed construction and symmetrical aspect give it a scientific feel, enhanced by the clear chromosome structure of the X.
As JUX were introducing a new product group to the market (super ingredients) we wanted to illustrate JUX’s revolutionary role in food nutrition with power, and confidence. A bunch of plants and vegetables held in a raised hand and circular type display reinforces the idea of revolution, energy and positivity. A radiating sequence of lines of short copy set along either a circle or oval.
The geometric label shape is inspired by chromosome and DNA structure. Adding a subtle scientific story to the brand it is also a memorable and recognisable shape that will make JUX packaging stand out on the shelves. Made of three circular/oval shapes, it perfectly encompasses the clear pot whilst leaving space for the product to be viewed, showing its true colour and form.
