![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=5ed76dd131a08590bae5d4c8e7b7182f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=1ed6d80d995881ba3f8f01b9ff2a03be 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=5769bec21c6d1376af36959c3d93939e 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=fb6ad0139c621729bddb34236fc1bab8 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=ae8e34f9948ce61788329294e53a4b5e 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=09738c55779eca5b3304e75cd1cc95b7 345w)
Fun
You Can
Taste
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=08a91c688b092145ee1dfd56c16f98d3 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=fc385048de12ad4d078a5e66730a5732 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=c5bfdb171f27f20bb2c5414e2410d2f0 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=796743f09cd51d82bb0eeb7c6082b624 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=0943707b440fad06b91f8a68ffd106f4 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=b2d0a2c898aab3ed1da880f6d1719047 345w)
The World
Likes Sweets
General de Confiteria needed a new brand to unify the business across all regional territories and emerging markets. We renamed the company Joyco to convey the spirited personality of the business which we described as ‘fun you can taste’.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=69fd57238c68379b364f51d4a20bdd8f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=c28b491c650a86eb6e9ed6c01ffbe5d2 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=05cc2e2d7b565217462f1dedf5a4d852 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=7b2e74f08924cb09cd950edf960445f7 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=a022adf999ce24e109a6e0fd9171c205 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=7541c09f577a9770d1a6d6f45d998306 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=2c56892c9e1929ae267bad552674a7b6 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=c81d6f609316409269b2b0ce2ad31cbd 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=041e46ce542dcd12909f20ce3038dec0 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=70d18c40a9935c1ce9669bbcb39e8f64 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=cd032594706017191eed91c7526fc0ce 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_04.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=5ace4c2b11653f1d46c46649b4a7b59e 345w)
Our Joyful
Characters
We created a distinctive logo for Joyco that communicated the name of the company as a fun symbol. It was designed to be instantly recognisable, appealing to both grown-ups working for the business and children who adored the products.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=fc622fe87332634deb39db4bdd2e58f4 2213w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=da179f151c84ec73b1b48ad3d6041f4c 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=7dc284ce71012ffe7ff8df2bb176150b 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=14869355670e7bd6101be0d7ad1b73b0 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=2d58fc66596b1bcd253399ee1d271f90 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=7eb9f3da964dc716064de882af14b09c 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=70fe238160f15570fb7d9ea494354f46 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=ef44a40b86ccd85d5dea7f23d6c0ed7e 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=16d60c99f2939e487cd591f6a58fa892 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=af2f6108ac9a55555056f9f62313cec0 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_06.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=4bb9b6f3fdc88a0840dfd0fbc49c384d 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=042b18a922d8823e501e211405fd9e98 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=993eb3cfc9285dc9a377694f75572cbc 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=9d9252304a97798a50d175b61129b87b 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=b6f036dd3ce3b81cc8eac4cc7b9b9b25 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=2174351c632ddfbe53a9af462651c8e3 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=9a47791a0cf1e0890708154cff786281 345w)
The Joyco
Journey
We told the Joyco business story in the style of a children’s book and took it around the world. We invited the renowned Spanish artist Javier Mariscal to work with us to bring the story to life through his wonderful illustrations. Together we created a book and film about Joyco's journey to success. Our work received a D&AD silver nomination.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=20d6411f4683ca88f2ac2b690550cd5a 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=4360293d7be1bdd7610495ca812002f0 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=c49977003117b1668fbd0915b57c3eca 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=e24443ef1513c0ce48a7111d9e1e706d 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=14764ac398361a71298ef45e29b4d881 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=6fe44fb46c68b26651a38b411f0236b4 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=f353fe86105473a77137d86e9dff9ca7 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=fb3964d3503b083991179fb00959fed5 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=c8a2edcf82eb3b9162c49b1de509118e 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=97d7047d7150a42ae36062f6fa52b369 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=c320b306aaebcd81ef0061bd8b4f51ac 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=3ac191fc4453d1272b531520e03b09cf 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=1c41688eac2bcf7844bbed3e2351f16f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=d5bfa8bb235b584084909fcd51abe418 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=d655025b3917ddbd6e025af68248ac71 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=83c66fd2e380c524159283543fbd271b 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=25a7102bf02dc2f7ac1a711f38ac5ac9 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=fc5d8937c0d7a60ee9187084eb8f4372 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=ca6179a4fbb038de40517d4d3580e276 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=6c3d48abc34c68995acbbef2335dce4e 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=0a9e88bb98852cf6e9bc2a1bfe65113e 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=8ff6b95089f6ec12c62155627ebc3d99 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=9978dca7d37c3fd688be57cd525ce657 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_13.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=73e04a410d2c8512d59946e9b75f277d 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=c3dce2b708c311ab651a4b4e09b3cb99 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=8ed222e95fe91962e5fc9fc92dd8a1a9 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=efca4792287df09ecbf4194f67fa9198 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=aad7946846288e1dc6b6882a820f2655 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=aa57fee018c4e9b6abfd78d7515be200 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=d7a7c5547f6e3309d433e0382704456a 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=deba06ba16654865e09c3d2ce7050b79 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=9f7b2f503b2c8eb0d2f64a61ee692e16 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=b15915f16d7381efe774ed4869dacb0b 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=7325027ed6ca858139fa6ffc68e54ffe 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=aa888f72e6c9538bbb32b48d3c3dd863 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fjoyco_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=e14575e3b2f9b59fa6974129f6c73fdd 345w)
What we did
- Brand Thinking
- Creative Direction
- Brand Identity
- Brand Guidelines
- Printed Launch Materials