Project Overview: Juicy® Visual Identity

Juicy® is a forward-thinking brand that merges food, technology, and storytelling. The challenge was to create a bold and cohesive visual identity that could communicate its innovative and vibrant essence while embracing a distinctive, brutalist-inspired aesthetic. This project pushed creative boundaries, combining typographic strength, graphic experimentation, and an integrated system to achieve a memorable and functional design.

The Challenge

Juicy® needed an identity that would reflect its unique positioning: bold, disruptive, and deeply rooted in a philosophy of innovation. The brand sought to avoid conventional approaches while ensuring versatility across a range of applications, from packaging to digital platforms. The key was to strike a balance between aesthetic impact and functional usability, creating a visual language that resonated with a modern audience yet maintained clarity and consistency.

Design Process

1. Strategic Foundation:

We started by dissecting the brand’s core values and defining its personality. Juicy®’s DNA revolves around breaking the mold, embracing creativity, and building strong connections with its audience. The research phase explored brutalist and Scandinavian influences, focusing on minimalist layouts, geometric precision, and bold contrasts.

2. Typography and Graphic System:

A typographic-first approach was essential for Juicy®. The logotype uses a custom sans-serif design, emphasizing strength and boldness. The accompanying graphic system incorporates striking red elements, hand-drawn overlays, and industrial-inspired layouts to add depth and texture. This combination creates a sense of authenticity and raw energy, aligning with the brand’s disruptive tone.

3. Color Palette:

The palette is intentionally limited, focusing on black, white, and a vivid red. This minimal approach enhances the brutalist aesthetic and ensures high contrast and visual impact across all applications. The red serves as a dynamic accent color, drawing attention to key details and reinforcing brand recognition.

4. Applications and Mockups:

The identity was designed to function seamlessly across multiple touchpoints. From bold packaging designs and merchandise to digital interfaces, the visual system demonstrates adaptability while maintaining its strong, cohesive identity. The mockups emphasize the relationship between functionality and storytelling, showcasing the system’s ability to engage users effectively.

5. Collaborative Ideation:

A special thanks goes to Paulo Assarito for his invaluable input and collaborative spirit throughout the process. His ideas and vision helped elevate the final design, ensuring it was both innovative and true to Juicy®’s mission.

Results and Learnings

The Juicy® identity is a testament to the power of bold design thinking. By combining a brutalist-inspired visual language with strategic branding principles, the result is a system that not only stands out but also reinforces the brand’s narrative at every touchpoint. The design strikes a delicate balance between minimalism and expressiveness, proving that simplicity can carry a powerful message.

This project highlights the importance of aligning brand identity with a clear strategic vision, ensuring every element serves a purpose within the larger ecosystem.