I was brought in to build Joe & The Juice ‘the lifestyle brand’. It wasn’t about starting from scratch. It was about taking the cheeky, raw & youthful concept and bringing out the best parts of the brand to make it more accessible, but without losing the edge. The copywriting tone of voice was especially fun to define, and I’m incredibly proud of how everything now sits across all touchpoints.

To read more about the brand realignment project, please click HERE .