Big Joe branding

In the midst of a global pandemic, I was heavily involved with defining new parameters for the Big Joe brand. Through data analyzation we discovered a core customer that we identified as '“Super Mom”. Knowing this we created a visual hierarchy and messaging that would speak to “Super Mom” specifically in a way that was direct, liberating, and fun.

Amazon A+ content, Packaging, and a new direct to consumer website quickly followed with completion of the new direction.