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Repositioning Joovv as an Industry Leader
Joovv creates the most powerful in-home red light therapy devices in the world. In parallel with their new product launch, we reimagined their brand system and new Shopify ecommerce experience to position Joovv as a thought leader in red light therapy while highlighting the benefits of their products vs. competitors.
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Opportunity
As Joovv launched a new generation of its red light therapy devices, the brand needed a digital experience that could reposition it as a leader in the category while educating customers on the science behind the technology. The platform also needed to simplify product discovery and guide customers toward the right device for their goals.
Barrel partnered with Joovv to redesign their digital identity and website, positioning them as a wellness leader through science-backed products, educational content, and interactive tools that help customers find the right device.
The new Joovv brand system included a logo, app icon, color palette, custom illustrations and iconography, photography direction, and a brand book outlining how the new brand would be applied across all channels.
The new website highlights Joovv’s expertise in red light therapy, showcases their products’ unique benefits, drives conversions, and boosts lifetime value through a complimentary skincare subscription program.
The product detail page serves as a comprehensive educational hub, clearly outlining product benefits, simplifying the creation of personalized Joovv Kits, and showcasing social proof to highlight the brand’s strong community following.
A dedicated science page, blog, and educational modules throughout the site ensure customers of all knowledge levels can access both beginner and advanced red light therapy content.
To streamline product discovery, we created an education-driven quiz that recommends products based on each customer’s goals and lifestyle, powering personalized on-site experiences and targeted email marketing.
To celebrate Joovv’s new product line launch, we designed an interactive microsite that tells the collection’s story, highlights key features, and drives conversions. Existing customers are invited to trade in their devices and upgrade to Joovv 2.0.
To help Joovv grow their audience, we created influencer landing pages that simplify driving traffic to the site and make it easy for users to copy custom discount codes.
Impact
The new Shopify experience positions Joovv as a science-driven wellness brand while making complex red light therapy concepts easier to understand. With education-led product pages, discovery tools, and personalized recommendations, the site helps customers choose the right device while supporting higher conversion and long-term engagement.
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