A Jucy video about branding and company names

Branding with a company name and colours caught my eye in a New Zealand car park in 2012. Amid the beautiful scenery stood green and purple rental campers from Jucy that were hard to overlook.

Branding with a company name and colours you remember

I became interested in the name. It resembles the English word juicy and makes me think of something full of juice, perhaps an orange or lemon. To me, it appealed to several senses.

At the same time, it’s missing a letter compared with the ordinary English word. That’s a little difference that can make you pause and remember the name.

The strong green and purple colours made the vehicles recognisable. I’d seen them in several places on the trip, and that combination made them stand out.

Little messages make you want to look again

The vehicles had different humorous texts and pictures. They made me walk on and see what the next one said.

I thought it suited a young audience renting a camper to travel around and experience things. The name, colours and tone all pointed in the same direction.

I didn’t know the company’s accounts or marketing results. I was describing what made a strong impression on me as an observer.

What can you use in your own business?

Think about whether your company name, logo or messages could make people remember you. Perhaps you can give something familiar a little twist.

It needs to fit your target group. What works for young people on a camper holiday isn’t necessarily the right tone for everyone else. But there may be a way to become more recognisable in your industry too.

Remember to watch my latest video interview with Jannik Olander from Nialaya (the original interview page can’t be opened); he sells jewellery to Madonna

Branding with a company name and colours amid New Zealand’s scenery

I’m standing by a huge glacier in New Zealand, showing the view and waterfalls. It’s insanely beautiful. I hope you’re enjoying the scenery and my Australian hat.

I joke that nobody noticed I was a tourist while travelling around Australia because I looked like Crocodile Dundee. Apparently, a hat like that lets you operate a little undercover. In Denmark, a German tourist would need a clapping football fan’s hat to blend in with the locals.

But it isn’t the scenery or hat I really want to discuss. Look across the car park. What jumps out? Two green cars. And there’s actually a third further along.

Jucy: A name you can almost taste

The vehicles belong to Jucy Rentals. It’s a rental company with small campers for a young audience. They look like converted cars with a sink and room for two young people to sleep. It could probably be cosy if you like that sort of thing.

The first thing I notice is the name. Juicy makes me think of something full of juice: Lemon, orange or something else that almost makes your tongue tingle. I think you can taste the brand.

You see the name and perhaps picture an orange or lemon. To me, it’s powerful when a name can activate several senses. It becomes more than something you simply read.

At the same time, they’ve written Jucy without the i in the ordinary English word juicy. An observant person might pause and think: That’s not how you spell it.

It’s another little hook that can make the name stick. They’re the ones with the unusual spelling. You remember it.

Vivid green and purple make the vehicles visible

Next are the colours. The vehicles are bright green on top and purple below. I haven’t seen that colour combination before, and it makes them incredibly visible.

I see them in lots of places on the trip. Here in the car park, you can spot them immediately among the other vehicles. I think it’s fantastic branding.

Little slogans make me look at the next vehicle

On one vehicle, they play with what view the camper has: Beach, park, sea, forest or lake. The funny thing is that you move out into nature yourself and park wherever you want to be.

Another text says with a wink that the little camper comes with everything, including the kitchen sink. The vehicles have different little amusing messages in youthful language.

It works on me. Once I’ve read one vehicle, I can’t help looking at the next to see what it says. The company uses its vehicles to create attention, recognition and little smiles.

The larger model has a pin-up girl and the text: "Don’t you wish your camper was hot like me." Again, a cheeky little joke that makes you look, smile and remember the name.

I have no idea how well the company does or what its accounts show. I just think it’s understood how to become visible through its name, colours and humour.

What can you do with your own company name?

How could you use this in your business? I can’t answer for you, but think about it. Could you choose a name that appeals to the senses? Could your logo be recognisable and perhaps a little provocative? Could your messages have a twist?

Of course you need to think about your target group. Young people renting a camper are going out to experience things, drink some beers, try bungee jumping and have fun. I think the colourful vehicles suit that holiday.

If you work with an older audience, the tone needs to differ. My point is that there must also be a way to be more interesting there. Perhaps you need someone to help you get it right. You’ll find more of my experiences of creating and developing businesses in Iværksætter til jeg dør.

More Danish entrepreneurs on the journey

Later that day, we’re interviewing Kirsten. She’s a guide in New Zealand, booked freelance by Danish travel agencies. She shows guests the beautiful scenery and also writes travel books.

She’s settled where she most wants to be. In the interview, I want to hear about her path to a visa and getting her freelance business going. Those are some of the practical experiences I want to share on Amino TV.

I also explain that the interview with Jannik has just gone online. I describe him as an entrepreneur who lost everything in property and now sells jewellery to Madonna and P. Diddy, among others.

So there are business ideas to spot in the car park and stories about people who’ve chosen their own lives. Take a look at Amino TV, I say in the video.

Best wishes, Martin