Branding case study

jojeeboo

An identity for a label that dresses people and their pets from one wardrobe, then the first products to carry it.

Sector: Fashion for people and their pets
Location: Australia
Year: 2026
Scope: Strategy, identity, social and product design. Manufacturing is the client's own.

The wordmark, reading down the leg.01

The brief01

jojeeboo is a young label that dresses people and the animals they live with: socks, totes, and the things you take on a walk. The brief was the founder's own personality, weird, funny and cool at the same time, and two goals: feel premium, and stand out.

Strategy came first and gave every decision two words to answer to: weird, well made. The identity takes them literally. Everything is formal and still, one serif pair, antique reds, big empty grounds. That quiet is there so one thing can misbehave: the calligraphic swash that tears through the middle of the wordmark.

Then the brand got a world and a first range. Lace lives at the edges, never in the middle. Red is the only saturated thing in any frame. Two leashes and two collars were designed in one leather and one red, then visualised on the street at night before the first sample was cut.

What we made02

01

Brand strategy

Positioning, audience and voice, plus the two words every decision answers to: weird, well made.

02

Identity system

A wordmark torn by one calligraphic swash, the Jb monogram, and the lace seal and ring that frame them.

03

Colour and type

Five colours with no black and no white. Caslonia for titles, Crimson Pro Light for every sentence.

04

Applications

Socks, totes, swing tags, the care tag, rigid boxes, tissue and the drop card.

05

Social design

The feed, lit the same way as everything else the brand touches.

06

Product design

Two leashes, two collars and a bag holder in one aged leather, visualised in use and as packshots.

07

Brand guidelines

A 31 page book that holds the whole system together.

The work03

The identity

A quiet frame for the wink to live in.

The wordmark and the Jb, on Dark Garnet.02

The same pair on Soft Blush.03

The Jb monogram inside an oval lace ring, rendered as white embroidery on dark red textured cloth — The Jb, set in its lace ring.04

The seal. The wordmark, knocked out of lace.05

Rows of blush lace rings and plates in a straight grid on Dark Garnet — The lace, as a repeat.06

Five deckled colour swatches on black: Dark Garnet 690800, Soft Blush F4E9E9, Primary Scarlet C11717, Coffee Bean 261306 and Burgundy 701521 — Five colours. No black, no white.07

Faithful, Always.08

The world

Lace at the edges. Red as the only saturated thing in the frame.

A stack of red rigid boxes, each with a lace seal in a different spot, while three cats blur past in the dark — The boxes stay still. Everything else runs.09

A red drop card reading new drop, lace, but make it intense, No. 06, on red tissue trimmed with white lace inside a black box — New drop. Lace, but make it intense.10

The tags. The wordmark runs off the edge.11

A burgundy tote with a small lace seal held on stone steps at night, a black dog blurring past — The tote, after dark.12

A split page: the line some pieces are for them, this one's for you too, on Coffee Bean, beside a saluki in a red collar running past a red tote — Some pieces are for them. This one's for you too.13

The feed

Posts built from the same rules. Dark, red, and one strange thing in each.

Social post: a steel tray with an espresso, half an orange, a tipped glass and a napkin printed with the lace seal, on burgundy — The seal, at breakfast.14

One sock up, one sock down.15

The bite.16

Social post: a hand with red nails reaching through a burgundy velvet curtain, holding a burgundy shopping bag with the lace seal — Through the curtain.17

The product

Two leashes and two collars in one leather and one red, visualised before the first sample.

Visualisation: a thin aged red leather lead worn across a black wool coat, a brass ring at the hip, an Italian greyhound in a grey knit looking up at night — The crossbody, under a phone flash.18

Visualisation: a black whippet on an aged red leather strap with a matching bag holder, beside black loafers and burgundy socks on a pavement — The everyday strap, holder clipped on.19

Visualisation: looking down past a black coat at the greyhound on the red lead, the Jb keeper and brass ring in frame — From above, the owner's view.20

Visualisation: the crossbody lead from low down, the greyhound in its knit looking up at the owner against a stone building at night — Low, at the dog's eye line.21

Visualisation: close up of the leather keeper with the Jb blind debossed above a brass O ring — The Jb, blind debossed on the keeper.22

Visualisation: from behind, a figure in black walking the whippet on the red strap down an empty street at night — The walk home.23

Visualisation: a hand holding the red strap with the bag holder hanging from a brass ring, the whippet looking up — The holder rides the strap.24

The wordmark, at the clip.25

Visualisation: the crossbody leash floating on a pale ground, strap, keeper, brass ring and snap hook — Crossbody leash.26

Visualisation: the everyday strap floating on a pale ground with its handle loop, bag holder and snap hook — Everyday strap.27

Buckle collar.28

Visualisation: a rolled red leather collar with a square Jb keeper and a brass O ring — Rolled collar.29

Visualisation: a black whippet sitting on a pavement at night in the wide red buckle collar — The buckle collar, on the whippet.30

The rolled collar, at night.31

Credits04

Creative Lead

Myat Htet Hlaing(Edo)

Brand Designer

Lin Thuka(One)

The receipt05

The identity is final. The first products were designed and visualised before a single sample was cut, so the range could be judged and changed on screen instead of in a factory.

What jojeeboo sells with it belongs to jojeeboo. When those numbers are public, they land on this page the way everything lands here: real, or not at all.

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