3 Word Rebranding

Juice cosmetics rebranding        

In life, three powerful words make everything magical: "I love you." These words are definitive—they create magic and leave a lasting impact.

But what about a brand? Do audiences feel that strongly about it? Or does it fall somewhere between love, like, or indifference?

The Missing Piece

Juice, a cosmetic brand known for its great products, was missing something essential—a story. It had all the right elements to create a great product, but it didn’t stand out in a sea of nameless competitors. People who used it loved the product experience, yet they had no recall of the brand’s name.

In terms of design, they already had something in place, but upon closer inspection, it was clear that it wasn’t fully aligned with the product’s potential.

Founded in 2014 under JKLS Pvt. Ltd. by Jitendra Kamra, Juice is a fast-evolving makeup brand that offers safe, functional, and high-quality cosmetics. Since its inception, it has focused on consumer-centric products—so safe and reliable that the Juice team themselves used them. What followed was a series of meetings with the team at Juice.

Defining a Brand Language

After speaking with Jitendra, we at Venacava realized that what they needed wasn’t just a visual identity but a brand language—a way to translate their essence into the market.

Through in-depth discussions, we identified the characteristics of their audience, which in turn defined the path forward for Juice. By defining and refining the brand’s characteristics, we arrived at an idea that aligned seamlessly with its vision.

The Big Idea

The idea was simple yet powerful. Juice catered to young, modern women—trailblazers in their own right. These women are breaking barriers in every field, from corporate boardrooms to entrepreneurial ventures, from artistic pursuits to activism. No longer confined by traditional roles, they are setting new standards and reaching new heights in their careers and personal lives. They are confident, determined, and unstoppable. They shine in everything they do—both professionally and personally.

Juice needed to capture and celebrate this essence—the brilliance of 21st-century women.

The 3 magical words: 

Thus, we created the tagline: "Makes You Shine."

This wasn’t just about makeup. It was about empowering women to amplify their inner radiance and feel unstoppable. It was about helping them look and feel their best, so they could step into the world as the powerful forces they truly are.

Evolving with her:

But this tagline became more than just a rebranding effort. It became the foundation of Juice’s story—a voice that cut through the omnipresent noise, defining who they are.

And that story has been evolving ever since, shaping every campaign and forging a deep, lasting connection with the modern woman who chooses to shine—unapologetically.