JoJo
Client: JoJo Tanks
Period: 2017-2022
Sustainable development
Manufacturing & industrials
01 — The sneak-peek
For water. For life.
JoJo's green tanks are part of the South African landscape. At the brand's 40-year mark, BBA Liminal helped it become what it had quietly always been — a water company, whole — with an evolved identity drawn from four decades of factory stencils, a new digital home, and a purpose worn on its sleeve: #forwaterforlife.
02 — The liminal moment
We all need water to live. For four decades JoJo enhanced South Africans' water security with its roto-moulded tanks — and the green tank became an icon, instantly recognisable across the country. But behind every tank is the story of the people who depend on the water it holds, and after a 40-year run the brand had outgrown its category: JoJo was no longer simply a roto-moulding company.
BBA Liminal's work was to carry the brand across that threshold — an evolved identity, an investigation of the product offering, and a repositioning from manufacturer to an inclusive water company spanning storage, harvesting and filtration. In a water-scarce, unequal country, the deeper task was purpose: to redefine what JoJo stands for, and to say it plainly — for water, for life.
03 — The transformation
We drew the identity from its own history. We studied the curves of the name stencils used across JoJo's factories over 40 years, and from them built the new standardised logo. A digital holding device — one quarter of a tank-top, seen from above — anchors the visual language, its four quarters standing for the four market segments JoJo serves.
We put the purpose plainly. We redefined JoJo's brand purpose into #forwaterforlife — an inclusive water company offering storage, harvesting and filtration. The redeveloped website carries it through, translating technical product detail into content the everyday consumer can actually read.
We grew the offer with the purpose. We helped launch JoJo's filter range, fitted with Disruptor™ technology originally developed by NASA and refined in Finland — bringing cleaner drinking water within reach of all income groups — and marked 40 years with #YourJoJoYourStory, profiling South Africans and their tanks with SABC Education, with 40 tanks won for communities across the country.
04 — The craft
A ubiquitous product, repositioned as a brand with a higher purpose.
From factory stencil to podcast: the standardised logo and tank-top holding device run through the redeveloped website — and, to cement JoJo's place as a water company, For Water For Life travels South Africa each episode, meeting the geologists, healers, innovators, farmers, organisers and activists who have made it their life's work to protect, preserve and replenish water. From indigenous knowledge to cutting-edge science, all of it asks us to #listentothewater.
Water filtration range
For Water For Life – The water podcast
05 — The validation of purpose
The repositioning holds across every channel. The JoJo website now draws more than 100,000 page views a month, with over half of all referral traffic arriving through JoJo's own social channels — a sign the brand's ecosystem is doing the carrying. The podcast has been heard more than 8,240 times around the world. And the green tank stands for more than storage: a South African icon, renewed — for water, for life.
>100 000 monthly page views
>50% referrals via JoJo social
>8 240 podcast listens
Brand & communications strategy
Thought leadership
Capacity building
Print production
Audiovisual & motion
Copywriting
Digital strategy
Brand identity design
Long-term stewardship
Stakeholder strategy
Brand platform development
Positioning & narrative
Purpose architecture
Transition strategy & stewardship
