Creating a successful joint venture

We were asked to create the Creative Juice brand – a healthy food and juice cafe joint venture with Danny Meyer’s Union Square Hospitality Group and legendary New York Sports Club, Equinox. Creative Juice would initially launch inside Equinox gyms, then extend to stand-alone stores and eventually be sold in retail channels such as Whole Foods.

Challenge
We started with an immersion of the current brand and business situation, category, and opportunities culminating with the development of a Creative Juice Brand Experience Framework. We discovered that Creative Juice targets the ‘Healthy Hedonist’. Those who desire ‘healthy’, but refuse to compromise on deliciousness.

What we did
We created the brand promise “Irresistibly Healthy” – a simple idea that balances what is good for you with what you crave. Next, we delivered the creative strategy “Visual Recipe” which became the graphic pay-off of our core proposition – namely our culinary approach to food and juice, which is how and why it can be great tasting and good for you. The "Visual Recipe" elevated our ingredient story and solidified our Chefs as our core differentiator. 

Outcome
Driven by the brand promise and the brand identity, we set about creating the company. We designed and delivered 243 pieces, including production artwork for packaging, full brand guidelines, brand system templates, collateral systems, in-store merchandising, internal and external signage, corporate materials, uniforms, truck livery, full cleanse program, and main digital touch-points including web and social.