Branding of a Cold-pressed Juice Company

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Case study

LiquidLab is a boutique and privately-owned cold press juice bar offering their customers unique customized juices and smoothies. They are entering a market currently dominated by established
brands and franchises.

Brand Development

Getting to know the audiences, their wants and needs.

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Primary Audience: Women 30-45 years old, educated, career driven, health conscious, busy, urban dweller, single or married with 0-1 children, earns over $120k per year.

 

Secondary Audience: Women and Men, 30-65, professional, urban dweller, single or married with 1-3 children, income of $90k+ per year, shifting more to a healthy lifestyle, looking for tools and information, taste, convenience and ease are most important.

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visual identity for the company using their 2 key differentiators:

  1. Customized Tailored Juices

  2. Highest Quality Organic Ingredients,
    local when available 

Challenge

  1. Crowded market - Standing out in a crowded, heavily commoditized category and do not offer cleanses as their competition does

  2. Accommodate their primary audience while not alienating their secondary audience. Problem of perceived difficulty to switch to healthier habits and not liking the products’ taste.

The Process

  1. Conducted two customer interviews to learn about needs/goals:

  • Local would be desired

  • Looking for enhancement to their already healthy lifestyle 

  • Fresh, organic and method of juicing is paramount  for the healthiest juice possible

  • Looking for energy booster alternatives to caffeinated beverages

  • Sugar content aware

  • Convenient locations to stop in for a break and for a treat

  •  Online purchasing option with fresh juice delivery within 24 hours

2. Journey Map

3. Solution:

Use the differentiators:
a. customer tailored juice as primary focus of homepage through navigation

b. Showing the locally-sourced organic products up close using big, bold, vibrant and appealing photos of the ingredients

  1. Emphasize quality 

  2. Complimenting the design with the type that feels premium and sophisticated that appeals to the upscale primary demographic but also is welcoming to the secondary market

  3. Letting the natural juice give the brand energetic, healthy organic bursts of color adding to its authenticity and quality

  4. Also offering already customized juice profiles for easy selection and adaptation for those customers looking for an easy entry into juice health

  5. Pre-made juices are offered at a less expensive price point

In the explorations below you will see the different color and type explorations.

Explorations included a Luxury theme, to embody the sophisticated, upscale market and to exemplify the value proposition of highest quality, organic ingredients money can buy.

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The Tailored for You theme uses visuals designed to an emulate chemistry elements chart to validate the science behind the products for the customized value proposition.

The Organic Theme exemplifies the value proposition of fresh, local and healthy using colors that are bright, clean and natural. Creating a strong desire for a cold, refreshing cold pressed juice.

 
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And the Brand Strategy is…

The Premium Craft theme! It is a combination of the value propositions for a refined organic high quality product that speaks to the appropriate audiences.

  • High-end organic ingredients

  • Crafted for you

  • The ultimate RX value

 
Prototyping for mobile app.

Prototyping for mobile app.

 
Sign up for the Tailor Your Program.

Sign up for the Tailor Your Program.

 
Liquid Lab homepage.

Liquid Lab homepage.