Art Direction by Emma Story
Product Photography by Rebecca Burney
Objective: Build a juice brand with personality that fits everyday moments, not just breakfast or the kids' aisle.
Audience: Gen Z and millennials who want a juice brand that feels like them.
Strategy & Concept
Jaybird Juice was developed in response to the restraint that dominates the juice category. Most brands lean on natural cues and minimalism to signal quality. Instead, I explored how a juice brand could lean into mood and personality, taking cues from "jungle juice," the improvised party drink, and reframing it as something intentional and premium. Each flavor is built around a distinct feeling, using naming, color, and illustration as core identity elements rather than decoration. The system extends beyond packaging into advertising, retail, and a pop-up activation, giving Jaybird strong shelf recognition while positioning it as a more playful, experience-driven take on everyday juice.
Brand Marks
Advertising Illustration
This piece extends Jaybird’s playful tone beyond packaging, pairing the tagline “Good fruit. Good mood.” with the headline “Let the good vibes fly easy” to translate the brand’s mood-driven identity into a narrative scene.
End Cap Aisle Design
Translating Jaybird's illustrated world into retail, the end cap turns a standard grocery fixture into a branded moment, pulling the packaging's color blocking and foliage motifs into the shopper's eye line before they reach the shelf.
Juice Truck
A mobile pop-up built to bring Jaybird into summer events and neighborhoods. The truck treats the vehicle itself as packaging, extending the brand's tactile illustration style onto a dimensional, drivable surface.
Social Campaign
Documenting the juice truck in the wild, the social campaign captures Jaybird as a lived experience, emphasizing the brand's "good mood" promise through real moments, real people, and the energy of the pop-up in motion.
