In the fast paced world of wellness and functional beverages, staying connected with your audience is imperative for long-term success. Recently, Jamu—our premium prebiotic soda—embarked on a significant brand refresh. This transformation marked our strategic shift from catering to children with prebiotic water toward becoming the elevated drink of choice for health-conscious adults aged 24–45.
To guide this evolution, we enlisted the creative expertise of Mika Suetake from Suetake Studio and Ben Harrill from Bayou, two talented designers whose thoughtful approach brought clarity and purpose to the redesign. Together, we navigated the challenges of reinventing the brand while staying true to our essence. In the following blog Mika Suetake shares Jamu’s design journey highlighting the winning combination of creativity and strategy that allowed her and Ben to articulate Jamu’s new identity.
Our original design resonated well with younger consumers and served our initial purpose. But as we evolved into a premium soda tailored to adults seeking functional wellness beverages, it became clear that our branding no longer aligned with who we’ve grown to serve. Today’s adults are looking for beverages that provide enjoyment alongside meaningful health benefits. With consumers moving away from traditional carbonated soda, the functional beverage category has blossomed—and we saw the opportunity to claim our place as an aspirational yet approachable drink in this space.
“Having a clear picture of the target audience made everything easier,” Mika reflects. “I could step into their world, see what visuals and emotions they respond to, and build a compelling design that speaks directly to them.”
With a new direction came the need to address and overcome specific design challenges. Our old packaging, while playful and recognisable, lacked the sophistication, flavour representation, and visual cues that would make Jamu the go-to choice for this new demographic.
“Another challenge was balancing the opposites. Jamu is both bold and delicate” explains Mika “Many brands sit on this kind of spectrum of seemingly contradictory traits, and finding the right point in that spectrum is hard work. But that’s also what makes a brand interesting”.
The key areas of focus emerged to guide the redesign were:
Taste is among the key differentiators that set us apart in an increasingly crowded market. Yet, our old packaging didn’t sufficiently champion the refined and unique flavour profiles that we had reformulated.
“We’re taste-first, and one of Jamu’s biggest USPs is its unique flavour combinations and botanicals so it would be a missed opportunity not to hero them on pack. To remedy this, we incorporated bold, flavour-representative colours that pop off an understated natural backdrop. This approach marries excitement with elegance, and ensures just enough boldness to feel confident and modern”.
Our goal was to elevate Jamu’s position without alienating our current customer base or sacrificing the warmth of the brand. Instead of competing with loud, Gen Z-centric designs, we leaned into the sophisticated charm that speaks to Millennial and Gen X consumers.
“When we looked at the competitive landscape, we noticed most brands leaned into youthful maximalism. To carve out a niche, we had to stand for something different—maturity and timeless style,” shares Ben.
Drawing inspiration from local beachside posters, Jamu’s refreshed packaging exudes refined confidence. Pared-back elements, self-assured typography, and hand drawn illustrations create an aesthetic that feels elevated yet inviting—perfectly positioning Jamu in the wellness sector.
From the outset, our challenge was to create a contemporary yet grounded visual language for Jamu. By juxtaposing vibrant colors that shout “taste” with nature-inspired off-whites and handcrafted illustrations, we struck an intentional balance.
“Carefully balancing every detail was key—layout, illustration style, color choices, typography. If one element shifted, everything else did,” Mika explains. “We worked meticulously to ensure every piece contributed to a cohesive visual narrative.”
The off-black typography provides a modern coolness that ties in Jamu’s global origins while maintaining subtle touches of cultural sophistication. Together, these elements deliver a visual identity that’s both premium and approachable.
The wellness drinks market is more competitive than ever. Loud designs dominate conventional sodas, while kombucha and functional drinks opt for muted pastels and ultra-minimalism. Jamu needed neither to blend in nor outshine these extremes; instead, our design strategy identified an untapped niche that celebrates vibrancy through thoughtful restraint.
“When we saw the market cluttered with loud competitors, it became clear that we could differentiate Jamu as a more relaxed and timeless presence,” Ben highlighted. “It’s the kind of brand design that invites curiosity without shouting for attention.”
This nuanced strategy allows Jamu to carve out its space as a mature yet lively beverage offering—an all-natural soda that delivers gut-health benefits, crafted with sophistication and care.
With this brand refresh, Jamu steps confidently into its new identity. Our mission remains simple yet powerful: to encourage health-conscious adults to enjoy each sip of Jamu not just as a drink, but as an experience.
“Jamu’s rebranding was not merely a cosmetic change,” Mika explains “It reflects our commitment to providing a premium drinking experience that aligns with today’s health-conscious values.”
Jamu is more than a drink—it's a moment of connection with nature, culture, flavour, and wellness. We want our consumers to feel this intention in every can they pick up.
As Jamu celebrates the success of its own journey, Mika and Ben share their key advice for brands considering a rebrand.
“Get the strategy right before you touch the design,” Mika advised. “Be crystal clear on why your brand exists, who you’re talking to, and who you’re competing with. Clarity on these foundations will make the creative process smoother.”
This approach allowed us to evolve Jamu without losing touch with what makes us special—and it’s become the cornerstone of how we envision our future growth.
Welcome to the new Jamu—where premium flavour meets thoughtful design. What a pleasure it's been to work collaboratively with Mika and Ben bringing Jamu 2.0 to life and being guided by their expertise, creativity and patience! A massive thank you to you both.