JUNA - a complete brand makeover
Juna was born in 1972. The brand had been "sleeping" for a long time and needed a complete makeover to stay relevant to modern customers. This included a new strategy, precise positioning, a secure Go to market plan, fresh and eco-friendly packaging, visual identity, and a bright and powerful tone of voice.
Dare to focus.
Juna was known for everything - and nothing, with hundreds of SKUs in many categories, it was challenging to have a clear profile - be known for something. We decided to go all-in on just one product - Bæk & Bølge bedding. We created a strong marketing (re)launce plan, and in the autumn of 2019, we relaunched Juna.
A strong voice.
The Juna tone-of-voice was “rediscovered” together with the very talented agency, Limbo. It was all about going back to the things that truly matter - and always has. The Juna way of talking is found on everything from package and posters to newsletters and Instagram stories.
Take a stand.
No more plastic. At Juna, we wanted a sustainable way of living - and packaging our products. The solution was one - and just one - box, made out of recycled paper with a sticker on the top. Not just recycle - but also re-use.
Very simple - very Juna.
Second Love.
From time to time, we end up with a surplus. And instead of letting fabric go to waste, we give it a second chance. We hand it over to our super designers, who dream up new purposes for the material. It's not set in stone what the surplus will be used for, so a blanket may end up as a PY or a pillow-cover as a bucket hat. Creativity, fashion, and fabric will decide. It will always be unique, limited, and easy to spot because we label it.
JUNA - Second Love
From idea to image.
I am turning an overall strategy into a creative concept, which again becomes a clear brief, which is developed into a campaign on print ads, instore posters, newsletters, websites, and Instagram posts.