Hella Fresh Juice

Oakland, CA

MY ROLE

Art direction, logo design and brand strategy

PROJECT OVERVIEW

This was a directive that was produced for a local juice cleanse company in Oakland, California. The client communicated the vision and with my consultation, I assisted in the overall art direction. In addition to creating the logo, I also helped in providing branding suggestions to the client (ie promotional flyers, merchandise mockups, etc). This effort asked to consider scalable marketing representation for digital platforms, product merchandise, bike carriers, and more.

brand attributes

In order to understand the desired look and feel of the branding, I worked with the client to understand the voice and tone of the brand. In our early discovery work, I led the iterations using this list of attributes

key words

Organic
Bold
Sophisticated
Playful

colors

White
Orange
Black

Phase 1 iterations

Initially, the client wanted to use an orange as a visual representation for the logo. In this first phase of concept iteration, I explored using a perspective of an orange sliced in half with the branding text oriented around the image.

Typeface
Death font
Mailart Rubberstamp

Phase 2 iterations

After experimenting with the text wrapping around the image, the client preferred to see a representation with the text not wrapping around the image. As a next phase of iterations, I decided to maintain the orange visual, but use banner treatment for the text.

Typeface
Death font
Mailart Rubberstamp

Phase 3 iterations

Though the full orange slice was visually appealing due to its symmetry, I wanted to return to one of the key words organic. With some curiosity, I wanted to push the concept even further by slightly distorting the orange slices to look more natural in addition to slicing the image in half. Since the client liked the inclusion of the drip element, I also explored this incorporation in various styles.

Typeface
Death font
Mailart Rubberstamp

the final product & rationale

After many iterative phases and review sessions, we both aligned that the recent design (using the orange sliced in half), we’re the most simple and elegant. Along with this, I reasoned with the client that this approach may also scale better various various marketing and merchandise mediums. And while the client liked the original font, we decided to simply even further and introduce a sans serif type instead.

Typeface
Futura Condesnsed Medium

Please note: The visual representations below are used as examples for visual marketing concepts.