BrandtBrand
Joy1.jpg

Joy Mangano

Joy Mangano

Launching an established brand in retail.

Putting it all together. Joyfully.

Inventor and entrepreneur, Joy Mangano, is known for creating ingenious products that simplify everyday challenges. As HSN's most successful star, she is beloved by millions of fans who have come to depend on her innovative products that make a real difference in their lives. With the debut of a major motion picture about Joy and her amazing life, the stage was set for a brand relaunch.

Throughout the process, BrandtBrand was to become Joy’s most trusted advisor. With one foot planted on the client side and one inside the agencies, BrandtBrand was retained to identify and lead every best-in-class agency to created one of the biggest and most exciting new retail launches in recent history. 

 

BrandtBrand was instrumental in bringing my brand to life for ALL consumers, they are unbelievably talented in so many ways, extremely experienced and a highly valued business partner. I enjoy every interaction I have with the BrandtBrand team.
— Joy Mangano

BrandtBrand enlisted Beardwood&Co to help create the JOY brand identity and package design. BrandtBrand functioned as the liaison ensuring that the work channeled Joy herself and telegraphically delivered it, right to the shelf. Developing the brand story, capturing the true essence of Joy, the vivacious and prolific inventor—  every consumer touch-point was very considered and ultimately delivered Joy's famous imagination and infectious style and effusive persona.

BrandtBrand designed the package for botanically derived  Joy MiracleClean ™ - The world’s first truly effective alternative to toxic cleaners.

BrandtBrand designed the package for botanically derived Joy MiracleClean™ - The world’s first truly effective alternative to toxic cleaners.

BrandtBrand art directed all content and photography for Joy's new website- joymangano.com

BrandtBrand art directed all content and photography for Joy's new website- joymangano.com

The JOY brand needed an enormous holistic presence. We created the brand’s Look & Feel, it’s voice, the brand lifestyle and product photography, to inform every possible touchpoint from website, to merchandising and social media. Everything required for a massive retail launch across all 50 states and beyond.

BrandBrand developed the pure white backgrounds as a canvas to draw attention to “THE PRODUCTS”… the heart and soul of Joy’s brand.

We would not have had the success we’ve had without BrandtBrand. We had a custom team using their long-developed network of professionals, and managed that team for our project. On a more human level, BrandtBrand’s true love for great work and fun, is what sets BrandtBrand apart.
— Robert Mirane– EVP of IDL Business Strategy & Development
Joy's booth at the International Home and Housewares Show.

Joy's booth at the International Home and Housewares Show.