2016 Winners & Shortlists

Brief Explanation

Jamba Juice is a well known and much loved brand in the USA and is largely known as the world's best smoothie brand. They pride themselves on being a health and wellness brand, and they put healthy living at the centre of everything that they do. The brand was relatively unknown in the UAE and the challenge was to communicate the health offering across the many ethnicities that make the UAE.

The Brief

The brief from the client was to come up with the brand idea for the launch of Jamba Juice in the UAE keeping their core values intact - being healthy, having an active day and being mindful of the overall wellness. The brief was to make every customer touch point compelling given that the store will be the main media in the first year of the launch. Especially packaging.

How the final design was conceived

Our strategy was to talk to largest generational grouping that ever existed - Millennials. We found out that UAE has one of the largest concentration of Millennials in the world. One of the the great traits of this generation is that no matter the geography, they more or less speak the same language across nations and nationalities. They like it conversational, not preachy. That's why we came up with the brand idea - Have A Fruitful Day. It's a wish from the brand. It's current and topical. We made this core thought contextual to every element within the store. And packaging was one of the main elements. Instead of it being just the logo of the brand, we used the available space to put a list of things to do to HAVE A FRUITFUL DAY.

Indication of how successful the outcome was in the market

Because people spend time with their wraps, they engaged with the list of things to do to HAVE A FRUITFUL DAY. The last column on the packaging was left empty for people to fill their own wish or task. Many people did that and took selfies of themselves which were then posted on Jamba Juice Middle East's FB page and acted as a subliminal commitment to fulfilling the wish and having a fruitful day.