Booster Juice Rebrand
Timeline: March 2024 (3 weeks)
Software: Procreate, Photoshop, Illustrator, After Effects, Adobe Express
Role: Solo designer
Overview:
This project is created for my digital media design class (GBDA 202). I am asked to create a visual identity branding campaign for an existing brand. I chose one of my favorite go-to-destination for a drink - Booster Juice. I have always thought that booster juice's products deserve more attention, but their existing branding strategy still has some flaws. My goal in this project was to make the brand more youthful and relatable, as well as more relevant to the message and image they want to convey to their customers.
1.1 Unpack the brand
Getting the general understanding of the brand is the first step. I searched and analyzed the existing concept, marketing method, packaging, etc. of booster juice from their official website and social media.
1.2 Competition analysis and comparison
Knowing what are the strengths and weaknesses of the brand against its competitors in the same industry, in order to draw conclusions on where the brand needs to be replanned and re-designed. booster juice is categorized under the catering industry, and in a more segmented way, the business is in direct competition with many juice bars and beverage chains. Here, I have chosen Jugo Juice as a typical competitor to compare with Booster Juice.
1.3 Pain points and design flaws. "What works, what doesn’t"
Then, based on the research I made, I start to ask myself this question: "Does the Visual Identity match the message & demographic?" I came up with an analysis of the visual elements and found out what the biggest pain points of the design are. The logo and the packaging are the biggest things need a little improvement.
2.1 Rebranding pitch
Like I stated before, the goal of my rebrand is to be able to introduce the brand to a wider audience of young people. So, I created these new written copy and brand direction that fit the brand's new goals and values based on the current brand story.
2.2 NEW LOGO!
The new logo is based on the strawberry and swirl elements of the original logo, combining the vibrant strawberry with the spinning motion. It symbolizes our commitment to bringing fresh, healthy food into every cup of our blends, and that our products bring both flavor and energy to the table. The color choices for the logo have been partially replicated from the previous design, with the use of vibrant and recognizable reds and purples.
Primary Logo:
Secondary Logo:
Black and White Logo:
With tagline:
2.3 Colorway and Typography
Inspired by berries and original color way of booster juice, this berry colorway evoke a sense of freshness, health, and vitality that align perfectly with the brand's image. Using red and purple as primary colors for Booster Juice's branding can create a dynamic and visually striking identity.
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Use Vina Sans as bold headlines attract attention and create a fun and vibrant vibe, while use Montserrat this clean, easy-to-read text can ensures easy readability.
2.4 Product Mockups
I decided to change the material of the cups. Compare to paper cups, transparent cups can showcase the vibrant colors of the smoothies, making them more visually appealing and attractive to customers. (Transparent cups can be made from recyclable or biodegradable materials, offering a more eco-friendly alternative.)
3. Marketing Campaign
Use existing sources to create these Instagram reels/stories to promote a new brand image for Booster Juice.
A motion graphic for the new logo.
