Rebuilding a business from the ground up. Developing a new strategy, positioning, identity and growth system for a struggling juice bar.
JUICED was struggling to grow. Revenue depended almost entirely on foot traffic, with no defined audience, positioning, retention strategy or long-term plan for generating demand.
The menu had grown to more than fifty products without structure, while sales data wasn’t being used to understand customer behaviour or guide business decisions. The same lack of direction extended across the brand, marketing, store experience and digital presence.
The business had products people enjoyed, but no strategy capable of turning those products into sustainable growth.
The project began by defining a clear market, audience and position for the business. JUICED was rebuilt around performance, creating a brand focused on training, recovery, energy and physical wellbeing.
The menu was simplified around pre- and post-workout use cases, with clearer products, visible nutritional information and a stronger connection to customer goals. The identity, messaging, digital experience and physical environment were all redesigned to reinforce the same direction.
Every part of the business now worked together to communicate a single, recognisable idea.
Performance fuel: A complete identity, product and digital system built around energy, recovery and performance.
