JUCY Affiliate Brand Guidelines – For AWIN Publishers
Brand Essence
Tagline: Find Your Happy
Voice: Adventurous, Enthusiastic, Empathetic, Playful, Independent, Clued-Up
Audience: Young travellers, solo backpackers, couples and friend groups aged 18–35, often first-time campers or road trippers
Core Vehicles: Crib, Condo, Compass, Cruiser, Chaser, Chill’d 6 (in AU/NZ)
🗣️ Tone of Voice
Speak like a cheeky, informed travel buddy:
- Personal and upbeat (use “you” and “we”)
- Energetic and optimistic – “Adventure’s calling!”
- Include helpful tips with a playful twist – “Hot tip: Park up early at scenic spots—they fill up fast!”
🎨 Visual & Creative Guidelines
Logo Use
Use only JUCY-provided logo files. Do not recreate, skew, recolour, or overlap logos.
When co-branding: JUCY logo must appear first, with clear space between logos (equal to the height of the "C" in JUCY).
Imagery Guidelines
- Prefer bright, vibrant, and human-centered images
- Highlight experiences over vehicles (think “people having fun with the van nearby”)
- Avoid night photos and dark imagery
- Edit for high contrast and warmth (blue skies, green grass, purple pops)
Web & Digital Banners
✅ Do’s
- Use JUCY assets and messages that evoke spontaneity, freedom, and fun
- Target eco-conscious, experience-driven, budget-savvy youth travellers
- Include key product benefits (e.g., unlimited kms, full kitchen kit, 24/7 roadside assistance)
- Keep text friendly, short, and adventurous
🚫 Don'ts
- Use unauthorised logos, taglines, or altered imagery
- Place the JUCY logo on complex or low-contrast images
- Use dark-toned imagery or photos without people
