JOU JOU is a Bright, Fresh, and Happy Gen-Z Cosmetics Line

by Shawn Binder on 08/13/2020 | 2 Minute Read

The modern packaging for JOU JOU utilizes a central color per item, and then brings in a chunky serif-font to complete a look that is minimal and clean. The font translates perfectly across brand collateral, making the entire brand cohesive and inviting.


We worked on branding, naming and packaging for JOU JOU, a young New York based cosmetics company that creates beauty products for generation Z.

The design language had to be bright, fresh and able to bring happy emotions. We also worked on several types of packaging: tubes, boxes etc. The chosen photo style had to represent the targeted audience: diverse group of young women.

The communications concept was built around skin that knows what is best for "her". We called skin "she" not "it" since we gave a live role to it.

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