10/29/2021
The problem: JuiceBar’s original brand icon didn’t reflect the quality of it’s Charger Units and services. Some clients compare it to a cow’s utter, the staff just thought it didn’t look polish enough and it’s hard to reproduce it without paying a premium when it needs to be printed because it doesn’t translate well into one or two colors applications.
Solution: Create a new, simple, dynamic brand icon that can be used with or without the name brand and still convey movement, forward thinking, movement, sustainability and innovation and that the staff is proud to wear it on their uniforms when they are out in the field.
The J and the lowercase r intertwined are the first and the last letters of the whole namebrand JuiceBar and it creates the sense movement when combined. The colors emphasize the J over the r and the shape resembles a leaf, along with an actual charger handle from an electric car’s charging station.
I don’t think I ever created a mark that was so simple and represented so much like this one. I’m really proud of it. What do you think of the result?
