JOYBA is a fruity tea with boba that pops when you chew it. JOYBA is produced by Del Monte Foods.
Del Monte foods ran a pitch among a few top creative agencies. They were looking for a top notch, out of the box website to support a launch of their newest product, aimed at Gen Z audience.
Pitch and Intital Concepts
Challenge:
- Given the experiential nature of the brand/category, how could we deliver this on the site?
- What (if any) design considerations should be applied given the younger demo? (Vs our other brand targets which skew older)
- How would the site be designed to accommodate future product/category extensions and store locator?
Solution:
- Through an immersive experience of playful interactions to delight the user, that explicitly or implicitly communicate products' benefits: bubbles dropping & popping to simulate the boba experience, fun scrolling, animations, parallax, etc.
- We went with a mobile-first design concept that prioritized playfulness. It meant that we needed to find on-trend, out of the box look full of interactive & fun features. Light, brief content is appreciated, and integration of TikTok and Instagram will help bridge the gap between platforms.
- The navigation was designed with a growth in mind, with the option of adding a second and third level as needed. The modular nature of the site will allow us to build new pages leveraging existing assets. New modules (vs page templates) may be added to meet evolving needs and existing modules can be modified.
My role:
I worked on a pitch concept, collaborating with Michael Pasco, the content strategist from Investis, AZ. After successful peformance at the pitch, we became an agency of choice for Del Monte. I designed 3 new concepts, one of which was approved by Del Monte and finalized by a different design team. I wasn’t involved in further design and development work.
joyba.com ︎︎︎
