JOL
Time to Be the One.
A visual identity and event-branding system for JOL, a travelling music and party festival built around creativity, exotic destinations and immersive experiences. The identity transforms the energy of the festival into a distinctive visual language, combining prism-inspired colour, holographic references and the expressive silhouette of a tiger.
Brand & Strategy · Creative & Production
The Challenge
Giving a Festival Its Own Visual Pulse
JOL was positioned as a travelling music and party festival built around creativity, inspiring music and experiences in unexpected destinations.
The challenge was to create an identity that could capture that sense of movement and discovery while remaining recognisable across an entire festival ecosystem.
With Malta as one of the destinations, the visual direction also needed to connect the unfamiliar with the familiar, creating a world that felt exotic, energetic and immersive without losing its sense of structure.
- Create a memorable identity for a new festival experience
- Capture the energy of music, travel and nightlife in one visual language
- Build a system flexible enough for multiple event touchpoints
- Make the brand recognisable across artwork, vehicles, print and physical environments
The Strategy
Where Music Meets Movement
The creative strategy began with two contrasting ideas: the prism and the tiger.
The prism represented colour, light and the three-dimensional nature of the experience. The tiger introduced a more instinctive human quality, representing an audience driven to explore, discover and pursue new experiences.
Together, they created the foundation for the JOL identity.
The visual system was then connected to the festival's three-dimensional business world:
Execution
From Form Factor to Final Identity
The design process began with the most fundamental question: what should two products in one actually look and feel like?
We explored unconventional package forms before developing the final dual-container structure, creating a compact bottle that houses separate shampoo and conditioner volumes within one unified silhouette.
The final direction brought together:
-
Form
A rounded, ergonomic silhouette with smooth edges designed for comfortable everyday handling.
-
Function
A slightly larger shampoo compartment and smaller conditioner compartment reflect typical usage, while the cap is designed for easier opening and closing.
-
Brand Identity
A compact DUET mark reinforces the idea of two products working together as one.
-
Colour
Vibrant yellow, green and pink variants create differentiation across product types while expressing the energy of the target audience.
-
Typography
Minimal sans-serif typography keeps the packaging clean and modern, with elongated letterforms echoing the rounded geometry of the bottle.
The Impact, Quantified
A Two-in-One Concept With a Clear Product System
The outcome translated the original idea into a tangible packaging system with clear product differentiation and a consistent visual language.
| 3 | 2 | 1 |
|---|---|---|
| Hair-care series | Products combined in one format | Unified packaging system |
| Normal · Dry · Oily | Shampoo + Conditioner | Shared DUET identity |
The concept demonstrates how product architecture, usability and brand expression can work together, turning the two-in-one proposition into something visible through the physical form itself.
The Work, As It Happened
Execution You Can See
The work progressed from audience definition to brand positioning, form exploration and packaging development, before moving into the final visual identity.
The final system brings together the bottle construction, DUET logo, product naming, colour variants and typography into a cohesive packaging language.
From the first form studies to the final yellow, green and pink product visualisations, every element reinforces the same idea:
Two essentials. One bottle. A simpler routine.
In Their Words
We'll Let the Results Do Most of the Talking
-
“Koncept rebuilt our entire online presence in under three months, and our online orders have nearly quadrupled since. They think like a partner, not a vendor.”
-
“What stood out was how few people we had to talk to get things done. One team, one point of contact, and the work still felt senior at every step.”
-
“We've worked with agencies twice their size that couldn't move this fast without breaking something. Koncept hasn't dropped a ball yet.”
-
“Their strategy work alone justified the engagement. The creative and performance marketing that followed just compounded it.”
-
“Time zones were never an issue. It genuinely felt like they were down the hall, even with a twelve-hour difference.”
Where Else We’ve Delivered
