JOIA emerges as a brand dedicated to female-centric boarding experiences, initially rooted in snowboarding with plans to encompass a range of boarding sports.
The logo encapsulates the dynamic nature of sports, mirroring the highs and lows alongside the imagery of mountain peaks and slopes. The name draws from a blend of "Victoria" and "Joy," inspired by an outdoorsy and active friend, embodying the brand's target audience. Additionally, it symbolizes the core values of the company: sportsmanship represented by "Victory" and leisure embodied in "Joy," encapsulating the duality and essence of JOIA's ethos.
Music by The Wild Reeds
