Rebranding Project for Joe & the Juice

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

A logo that evokes a fruity, fresh and appetizing feeling felt appropriate