Cosmetics player Juice, having a successful presence in North India, has recently rebranded its identity. The brand says the new identity is about connecting with the new generation of Indian women who are fearless.
Speaking about the rebranding, Jitendra Kamra, MD, Juice Cosmetics, said, “We are a decade old brand and people have always loved our product. They often discuss the colours, textures and quality of these products. However, we also wanted them to have an emotional connection with the brand.”
He said although the entire ethos of the brand is to create ‘clean’ products that are high in quality, they wanted to appeal emotionally as well and this is what pushed them to go for the rebranding.
“There are some interesting things that are happening in alignment with our growth plan, we thought this rebranding is going to take us to the next level,” he added.
Speaking about the exercise, Manoj Deb, Founder & Specialist Branding, Strategy &Design at Venacava Designs, stated, “The brief was to give it a new refreshed look that can stand for the modern market and modern India. The way we created the whole brand is all about modern Indian women n who are actually defining the world today, in all kinds of professions. They are shaping their life the way they want to, and are shining in their own way.”
He said the new tagline, ‘Makes you shine’ determines what the women of today do. He further spoke about the colour scheme of the identity that is not pink but burgundy. “Burgandy is more mature than pink, thus reflecting the brand is for the new matured women. That is where we want to place ourselves,” he explained.
Speaking about the logo, he said, “The different cuts of diamonds depict the modern women who are multifaceted and shine brightly in a multitude of reflecting hues.”
The brand revealed the new identity at Bombay Times Fashion Week in Mumbai.
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