Juice Bar Branding

Branding May 2024

Brief

Create a complete brand identity for a juice bar

Role

Designer and art director for client project

About Bubbleboy

Bubbleboy is a new juice bar in Hamilton, New Zealand. It’s perfect for all those that value health – so the majority of the customers are those that often visit the gym and want to replenish their energy with a healthy drink after a gym session.

A big focus of the brand was that they use fresh ingredients and boost their drinks with extra healthy benefits like matcha. These health aspects were all important to demonstrate in the branding as well.

juice bar logo juice bar logo secondary

The logo

During strategy, we discussed ideas for the brand that are in line with the target audience and goals of the brand, as well as the overall vision. One of the main things we wanted to focus on was to exude a vibrant feeling that makes the customers feel energetic, before they’ve even had the juice. The branding should convey this in the overall look & feel. Next to that, we wanted it to be modern but also give off a marketplace feeling to make it look more organic in more ways than one.

After going to the drawing board to design logo ideas, I presented the client with the idea of replacing the ‘o’ with a fruit – an orange. In this case, it looks like an orange but also a little boy, this being a visual representation of the brand name. The small graphic itself was made to look more organic as well.

I manipulated the brand font a bit by making the characters a bit rounded so that it looks friendlier and more approachable.

For the secondary logo, we decided the stacked version would be perfect because that was inspired by signage in the marketplace. Thus giving that organic feeling.

Dynamic logo suite

The brand is modern, fun, and approachable. I wanted to translate this concept in the fact that the ‘o’ could be replaced by different fruits as well. That way, the brand becomes very dynamic while still being entirely recognisable as Bubbleboy.

This concept can be used for different campaigns and to create different faucets of the brand as whole. The different variations we came up with so far were to replace the ‘o’ with a pear, lemon, and an apple.

bubbleboy juice bar logo variations

Art direction

For the colour palette, we explored quite a few options. On one hand we wanted to go for a bright blue to have an unexpected colour for a healthy brand – they’re usually green. But we felt that it didn’t work with the overall branding we had so far and that we should explore some green.

We both felt that the branding called for green. I advised we try a variety of shades of green – lighter / darker and really select an iconic Bubbleboy green. The colour I chose in the end was inspired by the spinach colour; still very bright and therefore gives off a healthy feeling. I paired it with lighter shades of green, all of them being bright which feels energetic: exactly what we wanted the audience to feel when visiting the juice bar.

To contrast, I also added a highlight colour of orange, as a reference to the fruit, and because it complemented the green really well. Thus creating a colour palette that feels energetic, healthy, inviting, and makes an impact.

Illustration concept

To complete the art direction, we complimented the branding with a set of assets which included illustrations of the most used juice ingredients. The brand assets would be used on the cup, the menu, merchandise, and website.

We agreed that the illustrations should look more organic and hand drawn in order to fall in line with the overall art direction. So I drew them by hand and vectorised them.

juice bar menu design with illustrations

bubbleboy juice bar carrier design

bubbleboy juice bar interior design and menu

bubbleboy juice bar packaging design

juice bar website design

bubbleboy juice bar secondary logo