Joben Experience Bar Rebranding
WHO
Joben Experience Bar
When
December 2024
creative direction
brand audit
rebranding
graphic design
communication strategy
The context
Joben is a new experience bar concept built around the fusion of nature, humanity, and technology — a positioning that required more than a visual identity. The founders approached me at a moment of transition, seeking clarity around who they are, what they stand for, and how they should communicate with their audience. Before any design work began, I guided them through a full strategic process to uncover their essence, articulate their vision, and define a brand voice capable of supporting their long-term ambitions.
Only after establishing this foundation did we translate the strategy into a modern, flexible visual identity system.
The challenge
Joben was preparing to reposition itself for a new phase: the launch of a reimagined experience bar that blends multisensory hospitality with a futuristic outlook. The team had an early idea of “nature + humanity + technology,” but needed help transforming it into a clear narrative, a defined tone of voice, and a cohesive identity. During the Discovery stage I guided them through a structured exploration of purpose, vision, mission, audience needs, and competitive landscape.
I also analyzed Joben’s positioning through brand archetypes, enabling the team to better understand how they wanted to show up in the market: bold, innovative, and experience-driven.
