JoJo Tanks
For water. For life.
JoJo’s iconic green water tanks are instantly recognisable to all South Africans. By protecting our most precious, life-giving resource, JoJo’s products help safeguard the well-being of our communities and the environment.
The brief
We all need water to live. It nourishes and enables us to thrive. Over four decades, JoJo has helped to provide a better quality of life for South Africans by enhancing water security with their roto-moulded tanks. A JoJo tank is more than a container. Behind every tank, is the story of those who benefit from the water security it provides. By connecting people’s stories with the vessels in which they store their water, we have celebrated the JoJo brand as a South African icon.
After a 40-year run, it was time to give the JoJo brand a new look and to investigate its product offering. We unveiled an evolved brand identity for JoJo, transforming the brand from a roto-moulding company to a water solutions brand. The process of studying the curves of the various name stencils that existed over a period of 40 years across several factories informed the process of the new standardised JoJo logo.
As part of an expanded offering, JoJo collaborated with global partners to bring the Disruptor™ water filter to local markets. This groundbreaking filter technology was originally developed by NASA, and refined in Finland, enabling South Africans from all income groups to remove impurities, surplus chlorine and trace pharmaceuticals from their drinking water.
We redeveloped the JoJo website as part of the process of presenting a digital presence consistent with the new brand identity. The new site offers easy-to-read content as part of a mission to ensure that the technical product information is available to the everyday consumer.
In 2020, to further cement JoJo’s place as a water solutions company, we launched For Water For Life – the water podcast. The series ‘travels’ through South Africa in each episode, to meet a guest who has made it their life's work to protect, preserve and replenish the water supply in their unequal and water-scarce country, South Africa. From indigenous knowledge to cutting-edge science, each episode reveals the challenges and insights of geologists, healers, innovators, farmers, organisers and activists as they #listentothewater.
Brand refinement
A new brand narrative
We redefined JoJo’s brand purpose into the tagline: #forwaterforlife. This positions the brand as an inclusive water solutions company, providing everything from water storage, to water harvesting, and water filtration solutions.
Filters? You mean, like Instagram?
Not quite. We helped JoJo launch its filter product range, fitted with the powerful Disruptor™ water filter technology originally invented by NASA. We employed a young actress to help us educate social media audiences on use and installation.
#YourJoJoYourStory
This social media campaign, launched with SABC Education to mark 40 years of JoJo, profiled normal South Africans and their JoJo tanks. By telling us the stories of how JoJo had improved their lives, people from all over the country could win one of 40 water tanks for their communities.
Repositioning a ubiquitous product as a brand with a higher purpose
Digital holding device:
As a starting point for the JoJo visual language, we divided the top of a JoJo Tank into four quarters to represent the key market segments in which JoJo operates and delivers solutions. The idea is to use one-quarter of the circle (the tank-top) for a logo-holding device that will serve as a recognizable element on specifically the digital visual language.
Water filtration range
As part of an expanded offering, JoJo collaborated with global partners to bring the Disruptor water filter to local markets. This groundbreaking filter technology, originally developed by NASA and refined in Finland, enables South Africans from all income groups to remove impurities, surplus chlorine and trace pharmaceuticals from their drinking water.
For Water For Life – The water podcast
In 2020, to further cement JoJo’s place as a water solutions company, we launched For Water For Life – the water podcast. The series ‘travels’ through South Africa in each episode, to meet a guest who has made it their life's work to protect, preserve and replenish the water supply in their unequal and water-scarce country, South Africa. From indigenous knowledge to cutting-edge science, each episode reveals the challenges and insights of geologists, healers, innovators, farmers, organisers and activists as they #listentothewater.
>100 000
Monthly page views on the JoJo website.
>50%
Of all referral traffic to the JoJo site comes through JoJo social media channels.
>8 240
Listens to episodes of the For Water For Life podcast worldwide.