The Business Challenge
Ohkajhu, one of Thailand’s most beloved organic restaurant brands, aimed to capture a new market by launching a standalone smoothie brand, “Oh! Juice”.
The challenge was to create a fresh identity that could attract a younger, urban, and health-conscious audience while honoring the core values and playful spirit of the parent brand.
The new brand needed to be distinct and powerful enough to become a leader in the competitive healthy beverage market.
Our Strategic Solution
We partnered with Ohkajhu to develop a vibrant and energetic brand identity designed for modern consumers.
The strategy focused on creating a playful, approachable brand that highlights the freshness of its organic ingredients.
A Playful Name & Logo: The name “Oh! Juice” creates a memorable connection to the parent brand, Ohkajhu, while the playful logo gives it a unique, modern feel.
Vibrant Visuals: We crafted a vibrant colour palette centered on energetic greens, used bold, contemporary typography and developed a clean packaging design that puts the focus on the colorful, high-quality smoothies.
Engaging Store Experience: The new identity was applied to the store design to create a modern, energetic, and welcoming space for the target audience.
The new brand identity features a playful and approachable design language that reflects the brand’s youthful spirit. The vibrant color palette and bold typography create a visually striking and memorable impression.
We also incorporated playful elements, such as the use of whimsical illustrations, to further enhance the brand’s personality.
The Measurable Result
The launch of Oh! Juice was a resounding success, quickly becoming a viral sensation . The new brand identity resonated powerfully with consumers, leading to exceptional growth and market penetration.
Explosive Growth: The brand expanded to 16 stores within the first year, far surpassing the initial goal of 5 branches.
Incredible Sales Volume: Each branch has consistently sold an average of 500 cups per day since opening, with a 2024 revenue of around 250M THB.
Market Leadership: The branding effort successfully attracted a new generation of customers, establishing Oh! Juice as a trusted and innovative leader in Thailand’s healthy beverage market.
Team
Sébastien Maleville
Creative Director
Kachonyot Yaempradit
Lead brand Designer
Preejarumon Kawemanee
Digital Designer