Branding & Creative Direction

Berlin, GeR

A Journey of Resilience

A Journey of Resilience

A Journey of Resilience

Oct 2023

Oct 2023

Oct 2023

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Read Article

Read Article

Insights from Our Daily Work and Inspiration in Branding & Design

Founded in 2020, JOYUMA introduced coffee carriers that allowed users to wear their to-go mugs, merging convenience with style. Despite the global upheaval caused by the COVID-19 pandemic, JOYUMA achieved remarkable success, showcasing the power of effective branding, content creation, photography and PR.

JOYUMA was conceived with a simple idea: to make carrying coffee easier and more stylish and at the same time render disposable cups completely useless. In a world where coffee is an essential part of many people's daily routines, JOYUMA's innovative carriers quickly captured the public's imagination.



Content creation played a pivotal role in JOYUMA's journey. Aside from creating original content themselfes, they partnered with a variety of influencers who agreed to showcase the Coffee Carriers in their feed in exchange for one or more product samples. As part of the deal, JOYUMA was allowed to use the resulting footage and photography for their own posts as well as in other media. This allowed JOYUMA to gather a wealth of authentic, high-quality content that resonated with a wide audience. The influencer partnerships helped amplify the brand message, increase visibility, and build credibility among potential customers.

Leveraging this user-generated content not only provided diverse and engaging material but also fostered a sense of community around the brand. Each post, story, and review contributed to a growing online presence that highlighted the unique appeal and practicality of JOYUMAS products. Moreover, this strategy enabled them to reach new demographics and tap into the influencers' loyal followings, significantly boosting their reach and engagement metrics.



Photography was another crucial element in JOYUMA's venture. Partnering with talented photographer Carolin Thiergart, we created several series of dynamic scenes featuring the Coffee Carriers. These shoots showcased the product in motion and styled with a variety of outfits, highlighting its versatility and appeal. Carolin's expertise brought a fresh and vibrant perspective to our visual content. Each photoshoot was planned to capture the essence of JOYUMA's brand – practical, stylish, and adaptable to different lifestyles. The images not only displayed the functional aspects of the Coffee Carriers but also emphasized their aesthetic appeal, making them a desirable accessory for diverse audiences.



The Power of PR: From National Television to Renowned Magazines

With the partnership of ZUCKER. Berlin, JOYUMA's concept quickly caught the attention of the media. The brand's feature on national television channel Pro 7 and appearances in well-known magazines like GLAMOUR and In Style significantly boosted its visibility. These media placements not only increased brand awareness but also validated JOYUMA's potential in the market. The strategic PR efforts positioned JOYUMA as a must-have accessory for coffee lovers, leading to impressive sales figures. In its first year, JOYUMA made eight times the initial investment, a testament to the effectiveness of its branding, content creation, photography and PR strategies.



Overcoming Adversity: The Impact of COVID-19 and Economic Challenges

Despite its initial success, JOYUMA faced unprecedented challenges. The COVID-19 pandemic, which started the same year JOYUMA was founded, drastically altered consumer behavior. Lockdowns and remote work reduced the need for to-go coffee solutions, directly impacting JOYUMA's market. Moreover, the ongoing recession added financial strain, making it difficult for the startup to sustain its growth. Despite these obstacles, JOYUMA's team remained resilient, continually adapting their strategies to navigate the turbulent economic landscape. While JOYUMA ultimately decided to shut down, its journey remains a remarkable story of innovation, resilience, and success against the odds. The brand's ability to capture the public's imagination and achieve significant milestones in such a short time is commendable.




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