Brand Strategy
Visual Identity System
Brand Experience
Packaging
Retail Strategy
Signage System
Visual Identity System
Brand Experience
Packaging
Retail Strategy
Signage System
Challenge
Velo was tasked with reframing the Creative Juice brand in May 2013. This started with an immersion of the current brand and business situation, category, and opportunities culminating with the development of a Creative Juice Brand Experience Framework.Challenge
Our ambition was to identify the ideal target consumer and create a brand experience that fits within their lifestyle while delivering on their desires and motivations.
Creative Juice targets the Healthy Hedonist. Those who desire “healthy”, but refuse to compromise on deliciousness.
Strategy & Expression
Based on this user, our brand promise became “Irresistibly Healthy” – balancing what is good for you with what you crave.
Next we delivered the creative strategy “Visual Recipe” which became the graphic system showing why Creative Juice is different – why it is a product is that is great tasting and good for you.
Over the next 2 months, Velo designed and delivered 243 pieces, including production artwork for packaging, full brand guidelines, brand system templates, collateral systems, in-store merchandising, internal and external signage, corporate materials, uniforms, truck livery, full cleanse program, and main digital touch-points including social. All driven by the “Irresistibly Healthy” promise.
Outcome
Creative Juice re-launched in October, 2013, across all Equinox tri-state locations.
Initial signs are extremely promising.
