BOLD, SOPHISTICATED, AND SET TO GROW
Project Juice launched in 2012 with the help of a successful Kickstarter campaign and had rapidly outgrown its humble beginnings.
Providing certified organic, cold-pressed juices, nut mylks, superfood smoothies, cleanses, plant-based foods, and wellness shots, Project Juice is a micro-juicery that sources its produce from local farmers who practice sustainable farming methods. With multiple lines of products and a rapidly expanding following, the San Francisco company was poised to open two new northern California locations when its co-founders tapped Chen Design Associates with the need for an elevated, more robust brand system.
CDA created the comprehensive branding campaign to resonate with Project Juice’s energetic, health-minded audience and to strategically set up the company for further expansion. CDA was charged to develop the comprehensive branding campaign including overhauled identity, multi-channel packaging, retail merchandise, complete signage program, as well as retail store interiors.
“Our joint mission is to provide the highest quality organic juice and plant-based foods, and to inspire people to live healthier lives.”Lori Kenyon Farley, formerly of Ritual Wellness
In early 2015, Project Juice merged with Ritual Wellness in Southern California under the umbrella of the Project Juice brand
Goals for Project Juice’s Rebrand:
- Build the value and prestige of the brand
- Distinguish the brand from the competition
- Create loyalty & motivation among followers
“The new logo has a great crafted feel to it with some inventive custom lettering that gives a lot of personality to each of the characters — that “C” is pretty great. The icon is a ‘PJ’ monogram that makes the shape of a carrot.…The new packaging is a great update with the new logo and updated typography that introduces a good-looking slab serif into the mix.”Armin Vit, Editor, Brand New
“The interiors leverage textures and light to create dramatic elements that communicate Project Juice’s brand vibe appropriately and effectively. The color palette pulls in the natural vibrance of veggies and fruits while maintaining that natural feel. Excellent work [by Chen Design Associates] as always.”Joseph Szala, Grits + Grids