Sympathizing with Gen Z

Malee is a Thai brand widely popular in Asia for its fruit juices made from only the highest quality ingredients.

The juice experts have developed a new product targeting Generation Z and Millennials, who are very particular about what they value. For their health-conscious, food- and beverage-conscious palates, this snack beverage combines natural jelly juice and low-calorie nata de coco, ideal for satisfying dry or small appetites.

While listening to the opinions of target customers in Thailand and other Asian countries, the brand name “jelijoop” was developed to evoke the churny texture of jelly and a fun atmosphere. In addition, we developed a vivid package design with a unique motif of squeezing fresh fruit.

We created a fun, energetic, and creative brand that is highly sympathetic to the target youth.