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, building each flavor around a distinct feeling and using naming, color, and illustration as core identity elements rather than decoration. The result is a packaging system that gives Jaybird Juice strong shelf recognition while positioning it as a more playful, experience-driven take on everyday juice.
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.