PROJECT:

JOE BANANAS Rebrand

ROLE:

CREATIVE DIRECTOR | Designer

PROJECT OBJECTIVES:

The Joe Bananas brand had grown organically since its inception in the 80s - and so too had its branding. In other words, it was a hodgepodge of decisions made across the decades - and not many of them made sense in today's market.

The objectives of the project were:

Create a cohesive brand style guide.
Bring the brand into the current day and elevate it to a level that would position it alongside other major international luxury brands.

RATIONALE:

As Creative Director, I felt it was crucial to provide the customer with a comprehensive customer experience across every touchpoint - analog and digital. Beyond this, I felt it was also necessary that the experience around the sale must also deliver the same level of luxury of the product itself. Basically, the brand needed to up its game and I was going to make it happen from the ground up.