In the days before screens ruled our world, the '90s offered a childhood rich in wonder and culture bursting with color. Every moment brimmed with imagination—where sticks became swords, clouds told stories, and joy lived in the now. Simplicity reigned, and adventure was always just around the corner.

I created this brand to capture that same spirit of imagination, freedom, and playful energy—an inspiration from our favorite 90s characters and carefree fun we grew up with, brought to life through vibrant, organic flavors to enjoy (best with a crew and under the sun!)

Joey is more than a juice with natural ingredients and imaginative flavors. It’s a passport to core memories, wild adventures, and the magic we too often overlook, all shared the eyes of our adored mascot, Joey:)