This might sound nuts, but most almond milks have barely any almonds in them. Not JOI’s almond milk, though. Their innovative product is a 100% almond nutbase that you simply add water to in order to, ahem, ‘milk these nuts.’ Not only is this product better for you, it’s better tasting, too. Oh and it’s remarkably sustainable (each tub of JOI saves ~8 cartons from going to landfills), or as we branded, “mouthfuls not landfills.” So, this project was our opportunity to position them as the first to get almond milk right (by using the whole nut and nothin’ but the nut), and do so in a way that made a splash on the market. Our goal (as it always is when we launch brands) is to differentiate and delight. We had to get deep into JOI’s ideal audience’s psyche to create a core message that would enlighten, entertain them, and motivate them to action. From there, we created a Humor Identity for them so that they could spread their message with boldness and simplicity—a personality (very) far removed from the cheesy or cutesy language that runs rampant among wellness brands. The Humor Identity is deeply nuanced and determines everything from when or if to use nut puns, to how edgy is too edgy, to what level of playfulness feels like the right level of playfulness. This way, all future content will be consistent, hilariously on-tone, and a fun experience for their customers. We used this personality and position to create web copy for their new site that educates and entertains; delivering compelling information with surprising, laugh out loud moments that stick with their consumer.
Bottom line? JOI’s nut milk is so good you’ll cream your plants.