Recognizable character.
The illustrated drink and ingredients communicate the category before a viewer needs to read the name. The mark becomes a recurring element in other applications.
Independent redesign concept · Brand identity & art direction
Pressed Juicery.
Pressed Juicery.
A fresh perspective.
A speculative identity redesign that explores how illustration, typography and a citrus-led visual language can give a familiar juice brand a coherent personality across packaging, print and digital media.
Identity & logo conceptPackaging applicationsCampaign exploration
Make freshness
feel unmistakable.
This self-directed project began with a design question: how could a recognizable juice brand be reimagined as a more expressive and consistent visual experience? The challenge was to propose an identity that feels immediate on a bottle but still works as a connected system across other customer touchpoints.
My approach was to build around an illustrated juice-glass mark, lively fruit and botanical motifs, contrasting typography and a palette associated with fresh ingredients. These choices provide a shared visual vocabulary for the applications shown throughout the case study.
01 / RecognizabilityLead with the product.
Give the brand a memorable visual cue tied to juice and ingredients.
02 / FlexibilityThink beyond the bottle.
Design a language that can adapt to small print items, packaging and screens.
03 / CohesionKeep one clear voice.
Use related colors, illustrations and type treatments across formats.
This is an independent design exploration. The work shown is a set of concepts and mockups, not official brand guidelines, market testing or a commercial launch.
02 / Building the visual identity
One idea.
One idea.
Many expressions.
The glass illustration carries the most direct product reference. Bright citrus tones and complementary greens bring ingredient associations into the wider system, while repeatable graphic elements connect the different applications.
Energy with continuity.
Orange, yellow and green accents echo produce and help the packaging, collateral and campaign work feel like parts of one proposed identity.
Expressive but usable.
Contrasting type treatments give the concept personality while the layouts still distinguish names, product information and promotional messages.
03 / Translating the identity
Make it work
Make it work
in the real world.
A brand is experienced in small moments as much as in a hero image. These concept mockups consider how the proposed identity behaves on an everyday carry item and a family of printed customer touchpoints.
The design question
Can the same illustrated mark and graphic language hold together across materials with different shapes, sizes and communication needs? The proposed packaging and collateral demonstrate one direction for answering that question; production feasibility has not been tested.
04 / Campaign & digital exploration
From the bottle
From the bottle
to the bigger picture.
Promotional posters, menu concepts, social graphics and responsive digital mockups extend the illustration-led direction into a larger brand experience. They show the proposed system's range, not work from a commissioned campaign.
05 / ReflectionA system is stronger
A system is stronger
than a single mark.
What this work demonstrates
For me, the important part of this exploration is how the proposed mark, colors, pattern and typography stay connected as the format changes. The outcome is a cohesive identity concept, presented through six original project images rather than an isolated logo.
What I would test next
Before production, I would evaluate small-size logo legibility, packaging constraints, contrast and accessibility, and how the system holds up in responsive layouts. Those are future validation steps, not results claimed for this concept.
Independent concept · Not affiliated with Pressed Juicery
Explore more creative work.
This speculative redesign was developed for portfolio presentation, not as an official Pressed Juicery project. The original project presentation is also available on Behance.