Responses by Blok Design

Background: JOYÀ is a new brand of plant-based functional foods that aims to rethink our relationship to food and wellness. Our job was to carve a space, expressing through identity and voice its unique proposition: a commitment to health and joy.

Reasoning: At its core, JOYÀ is as much about wellness as it is about enjoyment and experience. We designed a flexible system to work across the expanse of applications, centering the company’s focus on sustainability in our packaging choices and JOYÀ’s playfulness and humanity with the graphics.

Challenges: The Canadian packaging regulations. We had to express both English and French on the package. There is always a hierarchy, clarity and balance found in the design and content, especially when we have no chance for extra breathing space. Through these constraints, we found possibilities—through color and typography—to highlight JOYÀ’s personality.

Favorite details: We were part of JOYÀ from its inception and have been working with its founder Ruth Elnekave for over four years. It’s been incredibly beautiful to see and help shape the company as it has grown and shifted.

Time constraints: We began the project designing the identity with a determined color palette and voice. Over time, as the company evolved, JOYÀ’s new need for packaging allowed us to expand the identity and create a richer visual vocabulary.

Specific demands: Given that the packaging was sold both in the United States and Canada, we had different sets of regulations depending on the product. A fluid system that could adapt to these many variances and not lose its uniqueness was essential.

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