Joro

Getting down to earth

Nothing triggers existential dread more than the climate crisis. But turning anxiety into action is an intriguing call to arms. With a category filled with brands motivating with fear, data, or guilt, Joro wanted to find an optimistic and empowering voice in the conversation.

  • Verbal Identity
  • Visual Identity Refresh

Key Copy

  • Let’s build a solution as big as the problem.
  • Break your carbon habit.
  • Live lighter.

Focus on what matters.

We encouraged them to own the idea of a ‘climate action practice,’ an approach to incorporating climate action into your daily life in small but significant ways. We brought a real-talk approach to their tone avoiding the cliches and over-promises of the category, and developed a visual expression that elevated their brand with a unique mix of drama and optimism.

Elevator Pitch

Joro lowers the barriers to climate action and provides tools to make the most impactful changes in your lifestyle — whether that’s taking ownership of your carbon footprint, eating a plant-forward diet, or joining a sustainability challenge with friends. Starting small is big when we all pitch in.

DESCRIPTION

What is a climate action practice? It’s the intentional choices you make to live sustainably every day.

Process Snapshot

Our design exploration started by developing three distinct directions. We played with illustration, photography, iconography and type in a variety of ways to bring the storytelling to life. Ultimately, Joro wanted to stay close to their roots and chose a direction that felt familiar yet elevated, using their existing typography and primary yellow to bridge the gap between old and new.

A final word.

How do you eat an elephant? One bite at a time.