Their team came to us while they were scaling fast, landing shelf space in retailers across North America, to help create a new packaging system that stops the scroll and the stroll—something that pops on shelves and speaks volumes in a glance.

This wasn’t just a cosmetic update. joni needed packaging that could do some heavy lifting: educate new customers about what sets them apart (organic, biodegradable, better-for-you products), hold its own next to legacy brands, and still feel, well, like joni.

Our approach was start with the essentials—clarity, hierarchy, shelf impact—and layer in joni’s soul. We created a new packaging system that highlights their key differentiators without shouting. Visual cues are simple, strong, and intuitive, making it easier for shoppers to choose the right product with confidence (and maybe even a little pride). The new layout amplifies joni’s voice: smart, straight-talking, and radically transparent, just like their mission.

The end result is packaging that’s impossible to ignore, easy to understand, and deeply joni. We like to think it’s helping create a future of emboldened periods for every body—one well-designed box at a time.