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JOI Announces Brand Refresh; Tony Jimenez and Izzy Shu Comment

JOI Announces Brand Refresh; Tony Jimenez and Izzy Shu Comment

Wednesday, November 3rd, 2021

The goal to become the most sustainable plant-based company on the planet is an extremely ambitious one, especially as more and more providers take a similar stance. Aiming to advance its goals, JOI has announced its recent brand refresh and the switch to 100 percent sustainable packaging.

Tony Jimenez, Co-Founder, JOI“JOI was founded to reduce the impact of our milk consumption on the environment by finding a more sustainable solution to enjoy plant-based milk while significantly improving taste and elevating nutrition,” shared Co-Founder Tony Jimenez. “We are excited to transition to fully sustainable materials to further push our company to be the most sustainable plant-based milk company in the world.”

The provider is reinvigorating its brand to deliver on its promise of empowering consumers to take control of their plant-based ingredients by providing sustainable, whole food solutions. It plans to do so through unmatched sustainability and design updates that reflect the optimum nutrition and versatility the range of products offers.

JOI has announced its recent brand refresh and the switch to 100 percent sustainable packaging

With the transition to new packaging also comes a refreshing new look, a press release explained, featuring bright, fun colors and an updated brand logo, designed to reflect the emotion of JOI and creativity sparked when using the products.

Izzy Shu, Co-Founder and Chief of Brand, JOI“When JOI initially launched, we knew we had created a simple, pure solution to clean plant-based milk, so we created a brand persona that reflected that minimalism. Originally designed for milk but made for much more, the redesign is intended to represent the versatility of JOI’s plant-based offerings and invite consumers to explore the range of uses and recipes that could elevate any diet or lifestyle,” said Co-Founder and Chief of Brand, Izzy Shu. “The updated, premium feel also underscores the high quality of our single-ingredient bases that our customers have come to love.”

JOI’s plant-based milk concentrates can offer a dramatically longer shelf-life and exponentially reduce the need to ship heavy water weight across the country, thereby reducing food waste from spoilage and cutting down on carbon emissions. The transition of all JOI product packaging to 100 percent recyclable glass jars and fully compostable pouches is a major step for the company as it works toward a zero-waste carbon footprint.

The sustainability and design updates strategically reflect the optimum nutrition and versatility that the range of products offers

The new ecological glass jar packaging is available in five regular and USDA Certified Organic varieties of plant milk concentrate bases including: Almond, Organic Almond, Cashew, Organic Cashew, and Hazelnut Cashew Oat Creamer. The compostable pouches for the JOI Oat Milk Powder will completely decompose and are safe for home and community composting where accepted. One glass jar of JOI Plant Milk Concentrate makes up to seven quarts of plant-based milk, while the compostable pouch makes a gallon of plant-based milk.

JOI products are currently available for purchase online on its website as well as on Amazon.

Stay tuned as more plant-based providers vie for the title of top sustainability steward.