Joyba

Creation of a unique boba-shop inspired brand for Del Monte, appealing to Millennial and Gen Z consumers. The boba drink category was exploding globally, resonating as a refreshing, flavorful and fun drinking experience. Positioned as aspirational, trendy, and experiential — the objective was to uncover visual opportunity to set it apart from other brands in the category, encourage first-time trial, and connect to the consumers’ passionate, spirited, and social nature.