‘Juice’ is a cafe concept that was rolled out in some Virgin Active clubs as a sub-brand of Soulmatefood, with a flagship store in Notting Hill.
Branding / Packaging / Copywriting / Digital Menus / Packaging / Signage
The concept I came up with for the branding was based on a droplet with a ring that mimics the stain of a bottle on a table, with the soft & colourful juice ‘spills’ as backgrounds. This creates the ‘messy’ & ‘real’ feel of juicing but also allowed for a playful application on collateral such as menus.
The menu followed the same successful format of the Virgin Active menu I created - board with a ring binder & individual leaves. This was particularly handy to promote seasonal menu specials by adding an extra printed page at the back of the menu. I used colourful juice splashes in a playful way for each section, giving the menu a vibrant & eye catching feel.
As part of the project I designed in store signage & POS for 20 sites. This included digital menus, pull up banners, leaflets, shelf strips & labels for the products.