Jamba
Art Direction | Brand Identity | UX/UI design | Email System
overview
Jamba is a well-established lifestyle brand focused on smoothies, juices, and on-the-go nutrition. As the brand entered a new phase of growth under GoTo Foods, it required a refreshed identity and a more cohesive customer experience. This project focused on a full brand transformation, redefining the identity from logo, typography, and color into a complete visual system applied across every touchpoint, including web, mobile, marketing, and in-store experience. Completed in 2018.
challenge
Jamba needed to evolve its brand while staying true to its energetic and approachable roots. The existing identity lacked consistency and didn’t support the expanding ecosystem, from digital ordering to loyalty and in-store experiences. The work also required a rapid turnaround, aligning cross-functional teams to deliver a cohesive system at scale.
Approach
The direction focused on building a cohesive and flexible brand system. The identity was redesigned from the ground up, including logo, color palette, typography, and supporting visual assets. The system was crafted to feel vibrant, modern, and approachable while maintaining strong brand recognition. This foundation extended across the full ecosystem, from e-commerce and mobile to rewards, email marketing, and in-store applications, creating a unified and connected experience.
outcome
The result is a cohesive brand that performs across all touchpoints. Jamba now shows up with a more modern and consistent presence, supporting both customer engagement and business growth. Following the launch, the loyalty program grew to over 2 million members, reflecting the impact of a unified brand and experience system.