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Tuesday, April 16, 2024

MOJU unveils bold new brand refresh

Eight years ago, MOJU’s founders Rich Goldsmith and Charlie Leet-Cook were crafting cold-pressed shots and juices by hand in a kitchen in Staines. Today, with its fresh, nutrition-boosting shots, MOJU has become one of the UK’s most exciting consumer brands and is the fastest growing soft drinks brand, with 71 percent year-on-year growth.

MOJU is taking the market by storm, helping customers build healthier habits and kick-starting their day with unrivalled power, quality, and flavour. Projecting over £20m in retail sales this year, the brand has driven half of all growth in juices and smoothies year to date and is trail blazing the health & wellbeing functional drinks category in the UK.
With a 62 percent market share in the functional shots category and distribution in top UK retailers like Sainsbury’s, Waitrose, Asda, Co-op, and Leon, MOJU is unveiling a bold new brand identity, unique bottle design, and product range, introducing its health boosting shots to an even wider audience.

The new iconic logo injects even more energy and MOJO into the MOJU brand, with a slanted logo that’s a clear cue for the powerful hit of fresh nutrition in every shot. It’s perfect for busy and active customers who want to feel the boost of MOJU whenever and wherever they need it. MOJU’s nature stamp icon is unchanged but is more prominent on and off pack, representing the brand’s unwavering commitment to natural and fresh ingredients as the best way to support health & wellbeing.

The refresh – evolved by Earthling Studio, London also boasts a new custom typeface derived from the new logo that further reinforces taste, power and boldness cues. The new identity evolves the brand’s assets to further boost MOJU’s originality in being a health & wellbeing brand for every body.

Tom Bruce, Managing Partner at Earthling Studio said: “Given MOJU’s success and popularity, we aimed to responsibly evolve the brand identity, creating the most distinctive and powerful version of itself. The new assets will help MOJU to show up consistently online and instore, owning its position as the category leader and next generation health & wellbeing brand.”

The consumer insight led dosing bottle redesign has a unique flask-style structure that further sets MOJU apart on crowded shelves. It’s angular, functional, and aspirational, with debossed dosing lines to make measuring out seven doses easier than ever for consumers. Its space saving design makes it a perfect fit for any fridge, and helps reduce each bottle’s carbon footprint in transport.



The MOJU portfolio is now organised into three simple, benefit-led pillars: Vitality, Immunity, and Gut Health. With fresh, bold, and flavourful colours, clear messaging hierarchy, and new iconography, MOJU has made it easy and more intuitive for customers to choose the right shot for them to support their daily and long-term health and wellbeing goals.

The new Immunity range combines MOJU’s vitamin C & D variants into one powerhouse shot, providing a daily recommended intake of vitamin C, D, and zinc in one convenient dose. Meanwhile, the Prebiotic range has been repositioned as a Gut Health shot, with an enhanced and more diverse prebiotic fibre blend to support overall physical and mental health. And the naturally energising Ginger and Turmeric shots are now part of the Vitality range, perfect for a morning boost or a mid-afternoon caffeine free pick-me-up.

CEO & Co-founder of MOJU, Rich Goldsmith, said: “Our brand and portfolio refresh is a huge step forward in our ambition to make MOJU the nation’s favourite (and freshest) way to kick start their day. It’s important that we keep our messaging simple and easy to understand as the health and nutrition space is unnecessarily complex, confusing and is alienating for most consumers. MOJU products are designed to make building healthy habits as accessible and easy as possible, with punchy and satisfying flavours that just hit different.”

Visit MOJU here.

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