Juho
PROJECT DELIVERABLES
Brand Strategy
Brand Identity
Creative Direction
Packaging Design
Copywriting
Web Design
CLIENT OVERVIEW
Hard seltzers had become a multi-billion dollar business in the U.S. alone, but the lucrative Southeast Asian market was completely untapped. An unnamed company when we met them, Juho’s founders were looking to seize the opportunity by first launching in Indonesia and then scaling up to the broader SE Asian market.
To get there they first needed to solidify a brand strategy that struck a balance between the region’s specific tastes and regulations and hard seltzer’s international appeal, then translate that strategy into campaigns that established traction they could expand from. They selected QP as a partner because of our blend of expertise in food and bev, and more broadly in marketing strategy that’s culturally mindful and navigates often strict regulations, a priority in a Muslim country where alcohol advertising and sales are tightly controlled.
HIGHLIGHTS
Launched into major regional brick-and-mortar and delivery businesses like Lazada, Blibli, and more.
Available in three countries (Indonesia, Cambodia, Vietnam) and counting.
Packaging for 3 SKUs.
PROJECT OVERVIEW
Partnering with our sister agency Wunderdogs, we began with brand strategy work that uncovered the need to invoke the region without being explicitly tied to any one place, we landed on a name, Juho, and a visual identity that was strong but not rigid and capable of forming around new territories that it entered.
With those foundational elements in place, we turned to the creative platform with two primary considerations. One, the priority target audience would be largely affluent and jet-setting Indonesians who would in turn serve as trendsetters for other audiences. And two, any platform would have to work first on-premise, where most alcohol sales were allowed, placing a premium on making a fast connection with the audience in the context of a social gathering. Considering this, we constructed a platform centered around Juho as a vehicle for moments of connection between friends.
Juho launched the brand in 2021 as the first hard seltzer in the region and is successfully expanding throughout Indonesia and surrounding countries.
