Hello, and welcome to my case study on how I worked with the lovely owner at Juicebaby to transform it from an excellent business, to a brand :) (work in progress) In this case study, we are going to go over summaries of the scope, the process, and our final results.

Juicebaby is 100% plant based, organic food and juice bar , with 2 locations in London. They offer cold-pressed juices, açaí bowls, salads, and so much more, with every single item built around the idea of feeding your body the best and purest ingredients.

But beyond food, they value an all-round healthy life, and that was a big part of the rebrand.

After about 12 years building excellent products and a trusted reputation, the business was still just that. A business, centered solely around good food.

There were certain visions and ideas in the fuller picture of promoting a health focused lifestyle, that hadn't been brought to life, and that was what we set out to correct.

With the scale of the potential rebrand, the client decided to start small and build from there. So our first step was defining the general ideas behind a brand strategy - why? what? who? how? (yes, those matter for rebrands too) Next, we settled on a variation of my Brand Starter Kit as Phase 1 - New logo, new colours, bold and dynamic on-brand typography, brand guidelines, and lots of entirely custom mockups.

This was without doubt, the biggest concern for the client. We wanted to create something that checked all the good boxes of being scalable and memorable, and legible and all that, but also just something they could fall in love with. Because at the end of the day, you want a brand you're excited to run. Inspirations ranged from Champion to Ray Ban, but the most important point was that it had to be bold and absolutely just jump out at you, which thank God, we achieved.

A couple of weeks, a couple of calls, several concepts and revisions, but we hit the mark. Ladies and gentlemen, boys and girls, the client was in love.

This final logo was designed entirely from scratch. Pen and paper to screen, to every anchor point being manually adjusted to create the perfect mark with intentionally imperfect points like a crooked 'swoosh', to drive home that organic feel. And as the cornerstone for this rebrand, the logo was going absolutely everywhere.

To help support our shiny new logo, we needed to create a cohesive system around it. Because a great logo unfortunately does not make a great visual identity.

So, following our theme of a bold and edgy, but elevated and grounded appearance (and overall look and feel), we decided to go with a mix of neutral and vibrant contrasting colours, with wiggle room for different future applications. And just to make sure every detail sends the same message, the final typography sent also combines minimal and structured details with a more defiant typeface (a little bit of spice).

The photography/mockup style here was inspired by 90s street style candid images with gritty details like noise, and spills, and cracks, and offset camera angles. Details that make the images feel human and alive.

When you put it all together, you get a brand presence that promotes living healthy as an exciting adventure to enjoy and build on, and not a boring soulless experience.

Where Macha meets Deep House :)

When we finally got all the basics sorted (logo, fonts, colour , mockups, and guidelines), the next step was to actually roll out this new identity.

The client opted to continue with their in-house designer for basic applications like menu updates, packaging refreshments and setting up new posters, but I had the pleasure of redesigning the new storefronts.

For this, we wanted each store to have a slightly different vibe, but still be connected. So I set out to do my favourite thing - create custom and to scale mockups.

These are some of my ideas for the project, that didn't make the finally cut :( Mainly the proposed secondary logo and accent font options.

If you made it this far, thank you, and you get a 10% discount on our next project together :)