Block creates brand identity for Australia’s new contemporary parenting brand, JUCA
JUCA, the brainchild of Perth-based marketing duo Justine Conley and Paul Cavanagh, stands as a bold departure. A start-up ‘life&style brand for parents&babies,’ JUCA challenges preconceptions of what a ‘baby’ brand can be. No cute sugariness nor empty #blessed platitudes. JUCA is committed to quality and attention to detail in all it does.
JUCA has announced its entry into the market with the release of a signature range of Australian-made, fine-dining chef-created, small-batch meals for children 6+ months. The delectable offerings have been carefully crafted in Australia from nutritious, natural, ethically sourced ingredients. They provide children with a range of balanced, savoury flavours to introduce and inspire a positive attitude to healthy eating.
“JUCA has been created with the discerning parent in mind. Aesthetically, it is an expression of a contemporary approach to parenting, it seeks to eschew the preconceptions of baby brands and their cutesy artificialness,” said Mark Braddock, Block co-CEO and ECD.
“From its very inception, JUCA was created to embrace the beauty of diverse families and seeks to celebrate their uniqueness,” said JUCA co-founder Justine Conley, “And working closely with Mark helped us bring that vision to life. His enthusiasm to bring photographer Stef King in, in a truly collaborative way, resulted in this essence being brilliantly captured through a stunning series of black and white portraits of modern parenting. This series serves as the visual cornerstone of the brand’s identity.”
JUCA has launched with a brand ambassador social media campaign and is available exclusively direct-to-consumer via www.juca.au.
The JUCA branding is one of five Finalists for Block in this year’s Australian Graphic Design Association Awards.
2 Comments
Where can I order a boxed ring bind style guide?
Beautiful work. But why the Morse Code for SOS under the Brand name? Surely they don’t think Grass fed lamb, Roasted Carrots and Minted peas in a blender is soul saving tucker.