Apeel Juice
2019 // Brand Identity • Creative Direction • Graphic Design • Copywriting
Apeel Juice is a juice startup that sources and repurposes cosmetically defective produce from local farms into fresh and affordable cold-pressed juice. As a social enterprise, Apeel Juice is on a mission to reduce produce waste and methane pollution by providing health-conscious consumers with a premium, affordable, and accessible juice that alleviates produce waste.
The startup was founded by me and three other undergraduate peers at the University of California, Irvine. We entered our school’s annual business competition with this idea and ended up taking home 1st place in the Social Enterprise track with our $10,000 winning pitch deck and brand identity.
The startup was founded by me and three other undergraduate peers at the University of California, Irvine. We entered our school’s annual business competition with this idea and ended up taking home 1st place in the Social Enterprise track with our $10,000 winning pitch deck and brand identity.
Role
Fundraising Collateral, Pitch Content & Design, Brand Identity, Brand Strategy & Positioning, Creative Direction, Illustration, Photography, Tone of Voice, Messaging
As co-founder, I built a comprehensive brand identity from the ground up that pays homage to all the outcasts in our society. The company lives and breathes inclusivity, meaning all shapes and sizes are loved. To achieve the underlying values, I developed a visual and communications strategy that captures all the imperfect qualities that make someone or something special. The challenge lies in raising brand awareness and getting everyone excited about misshaped fruits and vegetables. Not the most appealing stuff. But by casting light on these abandoned produce, we give them life and real emotions, which help shift the public’s perception of “ugly.”
Based on key words used to describe our target audience, I crafted a visual system that marries logo, typography, color, photography, graphic elements (iconography, illustration, patterns), and writing style. When used consistently, these set the stage for a specific mood and brand image.
Apeel Juice's identity consists of a whole lot of black to demonstrate boldness and courage in individuality. The use of black also counterbalances the extensive library of colors that radiate with energy and diversity. The "imperfect circle" is the dominant mark/symbol and is used consistently at all brand touch points.
The use of black counterbalances the extensive library of colors that radiate with energy and diversity. The "imperfect circle" is the dominant mark/symbol and is used consistently at all brand touch points.
