Launched in 2015, Juiceman is a brand of cold-pressed juices available in the UK. It’s notoriety comes, in part, because it was founded by model and actor Andrew Cooper — Exhibit A: Diet Coke ad, Exhibit B: The Royals — who apart from, yes, being a very attractive dude is actually very much into juices, having bought a farm to grow his own ingredients years ago, before launching the company and in 2016 published a book (perhaps unsurprisingly called Juiceman) on juices. The company does an effort to have zero waste and repurposes all of its by-product to make teas, scrubs and organic dehydrated pet treats and Andrew is a brand ambassador for Macmillan Cancer Support, so it’s all a good way to capitalize on his fame. Recently, Juiceman introduced a new identity and packaging designed by London, UK-based Nomad.
Nomad has been working with Mr. Juiceman (the handsome chap from those Diet Coke ads) to create a brand new brand that’s packed full of authenticity and attitude. Enough of the kale and the codswallop. We’re all fed up being made to feel guilty. Juiceman is about good vibes, living life, and healthy hedonism. We call this Fuel for Modern Living.
Juiceman is a purely positive brand, with no artificial ingredients. Made from fresh, vibrant colours, uplifting illustrations, and copy that packs a punch. Made for maximum stand-out on the shelves of supermarkets across the globe.
[Rock ‘n’ Roll is the] magic ingredient. Designed to ensure we don’t take ourselves too seriously. It’s just juice after all. So whether you repaying for the night before, or paying it forward for the future, remember: Juiceman doesn’t judge.
The old logo was not good at all, unless each juice was squeezed by bare hands and all the workers’ hands were tinted from squeezing beets and kale all day long. There was also something murder-y about it, with the inked palm. The wordmark was fine, I guess, but far from interesting. The new logo is interesting, for sure, although I’m not exactly sure what is going on with it. After seeing the animation I would come to the conclusion that’s either depicting a smile or a juice-compressing technique. Either way, it’s not the most attractive of logos and even by Rock ‘n’ roll standards there is something very awkward about how the two lines of text come together, especially the “I” over the “A”. I’m also not keen on the logo breaking the “Juiceman” name into “Juice” and “Man” as it takes away from one key point of recognition for the brand.
The ingredients, as it were, are much more engaging and cool than the logo, mixing rough-hewn illustrations and typography that, even though the play slightly on the cliché of looking organic, work nicely in combination and convey a bold, youthful attitude for the brand.
The old packaging… same thing as the logo (especially since it’s basically the logo on a bottle)… and also not very appetizing to have a giant dirty hand on a drinking product. Granted, easy to spot on the shelves — as long as the contents are dark (that milky-looking product above on the right) is basically unbranded.
The energy of the illustrations on their own sort of falters in application. I realize there isn’t a lot of room to play with on those clear labels but there is something very straightforward about the bottles that lacks excitement and perhaps it’s the desire to show off the product inside through clear labels that doesn’t allow the design elements to really stand out. The new bottles are infinitely better than the old ones for sure but it feels like each element — logo, juice name, and illustrations — are each on their own but happened to find themselves in the same place and weren’t sure what to do together.
Overall — and perhaps I was too critical of the details — this is a major improvement that gives Juiceman a more clear personality and tone of voice that is bold, vibrant, and accessible while upgrading the shelf presence from something that looked home-spun to a mainstream consumer product.