As JUBEL continues to grow, the focus has been placed on enhancing its distinctiveness by building and upgrading its existing brand assets. This ensures that the identity includes a crafted set of elements that can be seamlessly applied.
The Earthling team began by unpacking the brand’s personality and the product truths that underpin the ‘Dangerously Refreshing’ idea. JUBEL is a brand full of inspiration, with a lightness that makes it perfect for group occasions. The brand’s bold and spontaneous nature, combined with its propensity for pushing boundaries and thinking differently, is strongly reflected in the social experiences it hosts and the camaraderie within the team.
Earthling aimed to enhance the explicit expression of ‘Dangerously Refreshing’ by subverting the language of danger and subtly drawing on the codes of hazard and warning signs. This began with elevating the role of the cut, JUBEL’s most distinctive asset. The diagonal cut, paired with the impactful palette of orange, white, and black, subtly prompts the viewer to stop and take notice. The typography choices bring a mix of freshness and dynamism, importantly underpinned by touches of craft to speak to the quality of the liquid. This, combined with a simple illustration style and chevron pattern, created a flexible set of elements to inform the packaging, website, social media, merchandise, pop-up activations, on-trade collateral, campaigns, and more.
Jesse Wilson, the founder of JUBEL, has always received positive feedback about their packaging, designed to cut through the clutter in craft. However, he felt their brand identity never flexed beyond the can and lacked a distinctive brand world. With Earthling’s help, they’ve leaned into “the cut” and created a beautiful kit of parts to maintain their distinctiveness while also building flexibility into their brand.
