New Logo and Packaging for J2O by Bloom

At the heart of the redesign is a high-contrast, dramatic approach that ensures on-shelf standout. Bloom introduced a new ellipse graphic inspired by J2O’s original logo, serving as a flexible framing device while maintaining the brand’s heritage and drawing on familiar category codes.The typography takes a bold, unapologetic stance, with a single typeface used across the brand in varying weights. A wavy typographic style adds playfulness, reflecting J2O’s vibrant fruit blends, creating consistency while allowing creative expression.The logotype’s lettering was modernised by refining the interaction between the ‘J’, ‘’2’, and ‘O’; adjusting serifs; and thickening certain elements to improve readability while preserving the brand’s personality.A vibrant green background is used to nod to th