Launched in 2012 with the help of a successful Kickstarter campaign, Project Juice is a micro-juicery based in San Francisco, CA, offering certified organic, cold-pressed juices made with produce from local farmers who practice sustainable farming methods. The company offers over 20 bottled juices and has nine locations across California where you can get your juices made in real time. This past November, along with the opening of a new store in San Francisco, Project Juice introduced a new logo and packaging designed by local firm Chen Design Associates.
You can see plenty more sample of the old look (and new look and old-old look) on their Facebook photos, which provides a nice visual timeline of the brand evolution.
The previous logo wasn’t very inspired, showing a contour of the bottle that the juices come in and a basic condensed sans serif. It wasn’t offensive or ugly, just slightly generic. The new logo has a great crafted feel to it with some inventive custom lettering that gives a lot of personality to each of the characters — that “C” is pretty great. The icon is a “PJ” monogram that makes the shape of a carrot; it’s a little forced and starts to look slightly futuristic or like it belongs on a cycling team but it makes for a great accent to the wordmark.
The new packaging is a great update with the new logo and updated typography that introduces a good-looking slab serif into the mix. Another small change that makes a big difference was switching from white caps on the bottle to yellow caps, giving the bottles a sparkier and more custom-looking top. And, as always with juice products, it’s the color and texture of the product itself that really sells the design and this one does it with cold-pressed precision.