Joose! — Case Study — Clyde Hill Graphic Design

Note: This is a self-initiated project. The following brand, brief, problem and solution are all hypothetical and created by me.

The Joose

Project Brief

The Joose is a juice and smoothie company, founded in Austin, Texas. They offer the classic fruit and veggie blends you would expect, however blends that promote an active lifestyle is their specialty. From proteins enhanced blends to get you out there on the trail, to blends packed with antioxidants and other nutrients to help you recover. Keeping this in mind, Joose needed a style to cater to an active consumer, without neglecting a more casual consumer.

A blueberry smoothie in a fully bio-degradable paper bottle.

A fitness model smiling while holding a freshly made smoothie.

Joose storefront Sign

A teenage girl and boy both enjoy a pair of smoothies

An acai bowl on a tabled with a glass of juice on the side

Three bottles of fruit juice surrounded by various fruits and veggies/

An illustration showing off Joose brands colors. Blueberry blue, Melon Red, and Avocado flesh green

The Design

Considering the duality of The Joose brand, first thing I wanted to do design wise was to get a color scheme down. The tri-color setup is calm and inviting for a casual consumer, while also bright, lively and energy inducing to promote action.
The styling of the logo; three layers of color, creates a silhouette of a cup, representative of a blend of ingredients it takes to create a Joose beverage. A slice of citrus, with a small pair of bubbles are added for a bit of flavor and balance. Logo variants omit the blend cup, and the citrus motif.