BrandMe launches bold new identity for Olvi’s Juju

BrandMe has created a bold new identity for Olvi’s Juju, a challenger soft drinks brand designed to inject energy, optimism and expressive character into Finland’s mainstream beverage category.

Working in close partnership with Olvi, BrandMe developed a distinctive brand world rooted in Finnish spirit and inclusivity, positioning Juju as an accessible, joyful soft drink for everyone. The new identity leans into vibrancy, movement and spontaneity to help the brand stand apart in a crowded market dominated by global players.

At the heart of the redesign is a flexible visual system built to deliver strong shelf impact while allowing clear differentiation across flavours and touchpoints. Bright colours, dynamic typography and energetic graphic elements communicate taste and personality, while curved, bouncing forms echo both the flow of the Juju name and the playful flavour experience of the drink.

BrandMe’s approach centred on creating a free‑spirited identity that could confidently challenge category norms. By embracing joy, positivity and local character, the new design strengthens Olvi’s presence in the soft drinks market and brings fresh appeal to younger consumers seeking brands with personality.

Kendrah Johnson, creative director at BrandMe, said: “The challenge was to create and celebrate a free‑spirited soft‑drinks icon that has its own values, personality and taste credentials whilst standing up to the big brand leaders. The proof point has been seeing it in‑store holding its own and writing its own story.”

Olvi marketing director, Antti Airaksinen, added: “Working with the BrandMe team on the creation of Juju has been a fantastic experience. From brand strategy through to design and launch, the team brought creativity, professionalism, and real passion to the project. They quickly understood our vision and transformed it into a bold, distinctive soft drinks brand that truly stands out in the Finnish market.”

The new identity reflects a strategic ambition to differentiate through expressive design, local authenticity and a confident, refreshing personality — positioning Juju as a vibrant new force in Finland’s soft drinks landscape.