Jones Soda has always been a brand claimed by creatives and outsiders rather than built by focus groups.
Built on irreverence, creativity, and an outsider spirit, Jones entered its next phase facing a challenge most legacy companies don't: how to evolve without becoming generic or over-designed.
Jones Soda has always occupied a specific cultural space: the fun uncle of soda. Irreverent, sarcastic, and proudly outside the mainstream. The challenge was evolving that attitude for new products and audiences without sanding down what made the brand matter in the first place.
After years of organic growth, Jones needed brand alignment before it could expand with intention. We helped define a clear brand story and foundation, then expanded it into a cohesive visual branding language, archetypes, and governing principles. This was not about reinvention. It was about giving the brand structure after decades of momentum so it could evolve deliberately.
Jones partnered with AVO to use brand strategy as an active input into product innovation, packaging systems, and launch decisions across its portfolio. This work included evolving existing lines such as Mary Jones, Jones Special Release, mini cans, and new cola barrels, while also developing new opportunities like Pop Jones and Fiesta Jones as they entered the market.
A key shift moved the brand away from photo-forward novelty packaging toward a more intentional, design-led can system. The result was packaging that still felt unmistakably Jones, with stronger visual clarity and consistency across vastly different products, audiences, and go-to-market strategies.
Jones now has the structure to launch new products, explore new audiences, and adapt to changing markets without fragmenting its brand or softening its edge. The system allows the brand to grow confidently while staying rooted in the irreverence and cultural identity that made it iconic.
