KOJA
Unapologetically Good
KOJA was already established, with products in market and an existing identity.
The question was what the brand needed to become next.
What began as a brand refresh became an opportunity to clarify KOJA’s position, consolidate what made the products different and create a stronger foundation for future packaging, communication and growth.
- Year
- 2024
- Sector
- Food, FMCG
- Work
- Brand Strategy, Visual Identity, Packaging, Print, Digital Design
- With
- Mark Blackler
- Role
- Brand Strategy, Creative Direction, Visual Identity, Packaging, Brand Guidelines
The idea
Unapologetically Good.
KOJA did not need to behave like another worthy health-food brand.
Its strength was the combination of genuinely better ingredients with products people actually wanted to eat.
The brand could be healthy without becoming clinical, restrained or apologetic about pleasure.
The shift
The work moved KOJA from a collection of good products and messages toward a clearer proposition that could guide decisions across the brand.
Rather than treating the refresh as a cosmetic update, positioning, messaging and identity were brought together so future products could feel like extensions of the same idea.
The system
The resulting Brand Bible brings story, purpose, positioning, messaging and visual identity into one framework.
That thinking extends through packaging, typography, colour, imagery and communication, creating a system KOJA can continue using as the product range and business evolve.