The Juice Inn first came to Pentagram with an established philosophy, and enough recipes to open a cold pressed juice company in downtown Manhattan. With them, we went through discovery, design research, and many rounds of design marathons—resulting in a wide set of design directions.
My featured direction displayed a cool downtown vibe to reflect the target audience’s environment. A kit-of-parts system was designed to represent each ingredient and the specific cells they feed in your body. This dynamic identity system can be reassembled according to each juice product, allowing for seamless the brand application as new recipes emerge.