Joie
Crafting an Identity That Evokes Joy.
When tasked with creating a brand identity for Joie – The Dessert Bar, the goal was to bring in the pure joy of indulgence while maintaining an elegant and versatile brand presence. The name Joie, that went through multiple iterations, was derived from the French word for "joy”. This set the foundation for a brand that is both sophisticated and playful—one that evokes delight, happiness and celebration in every lick!
The opportunity was to name and design a visual identity that felt warm, inviting, and timeless. By steering away from typical dessert imagery, ensuring future scalability when turning it into a café experience.
Designing a Visual Language That Resonates
The logo was crafted to reflect the essence of Joie—effortless, flowing, and full of flavour. A handwritten script with a heart-shaped accent over the ‘i’ adds a personal, intimate touch, symbolizing the emotion and passion behind each ice cream flavour. Paired with a rich, deep-toned color palette, the branding strikes a balance between premium-ness and warmth, making it instantly memorable. The idea was also cater to an audience age range of 5 to 100! The typography-led approach ensures flexibility across applications, from packaging and signage to digital platforms.
Beyond a Dessert Bar: A Scalable Brand Experience
More than just a dessert studio, Joie positions itself as an experience—where flavors meet emotions of joy, and indulgence meets passion. The branding will extend seamlessly into various touchpoints, from packaging to an inviting store signage, ensuring a cohesive brand presence. With its refined yet playful identity, Joie is designed to grow beyond desserts, evolving into a café destination that embodies the art of passion and everyday indulgence.
