Rebranding Project for Joe & the Juice

Boyeon

Boyeon Park

Analysis
Joe & the Juice's signature items are juices blended from fresh fruits
Since most juices are apple-based, the 'apple' was seen as the brand's most essential metaphor
The current thin san-serif typeface feels classic, but lacks visual impact
Replacing current symbol with one that intuitively conveys the brand's core identity was considered necessary
Solution
A logo that evokes a fruity, fresh and appetizing feeling felt appropriate
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Posted Jul 24, 2025

New Brand Logo & Visual Assets for Joe & the Juice