Midtown Juicelab
A juice lab rebrand focused on creating a more modern, recognizable, and flexible visual system.
TYPE: Branding
TOOLS: Illustrator, Photoshop
SCOPE: Logo System, Packaging, Digital Menu, Signage, Merchandise
Primary Mark
Secondary Mark
Submark
Problem / Goal
Midtown Juice Lab needed a brand refresh that felt cleaner and more current while still keeping the fun, handmade energy of the original business. The goal was to create a stronger logo system that could work across packaging, menus, signage, and merchandise without losing the playful personality of the brand.
The original branding had strong character, but needed more consistency and flexibility across different applications. I focused on simplifying the logo system, improving readability, and creating marks that could work clearly at both small and large sizes.
Concept Development
Refined Concepts
Applications
