case study

Graphic with the word 'liquid' in orange cursive, and below it a framed element with the letter 'L' and the word 'Lab' in black, styled like periodic table elements.

LiquidLab is a boutique and privately-owned cold press juice bar offering their customers unique customized juices and smoothies. Theywere entering a market currently dominated by established brands and franchises.

Brand Development

Getting to know the audiences, their wants and needs.

A content page profile for Nicole, a woman aged 30-45, professional urban dweller, married with 0-1 children, earning over $120k per year. Includes her goals for healthy living and organic juices, frustrations like being busy and high sugar juices, and her target audience seeking organic juices.

Secondary Audience: Women and Men, 30-65, professional, urban dweller, single or married with 1-3 children, income of $90k+ per year, shifting more to a healthy lifestyle, looking for tools and information, taste, convenience and ease are most important.

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Visual Identity For The Company Using Their 2 Key Differentiators:

  1. Customized Tailored Juices

  2. Highest Quality Organic Ingredients, local when available 

The Process

Conducted Five Customer Interviews To Learn About Needs/Goals:

  • Local would be desired

  • Looking for enhancement to their already healthy lifestyle 

  • Fresh, organic and method of juicing is paramount  for the healthiest juice possible

  • Looking for energy booster alternatives to caffeinated beverages

  • Sugar content aware

  • Convenient locations to stop in for a break and for a treat

  • Online purchasing option with fresh juice delivery within 24 hours

Journey Map

Multiple colorful bottles of liquid beverages on a website webpage displaying product options and labels.

Prototyping for mobile app.

Liquid Lab homepage.

Primary Audience: Women 30-45 years old, educated, career driven, health conscious, busy, urban dweller, single or married with 0-1 children, earns over $120k per year.

A presentation slide designed for secondary audience, featuring a portrait photo of a smiling man with arms crossed, above demographic details, and sections titled Goals, Frustrations, and Context with bullet points.

Challenges

  1. Crowded market - Standing out in a crowded, heavily commoditized category and do not offer cleanses as their competition does

  2. Accommodate their primary audience while not alienating their secondary audience. Problem of perceived difficulty to switch to healthier habits and not liking the products’ taste.

Spreadsheet titled 'Journey Map' with columns labeled step, What activities is the user engaging in?, What does the user want or need at this step?, What might we build to enable the user to achieve this want/need?, What systems or technologies are required to support that?, How will signal to the user that their want/need can be fulfilled?'. The rows describe different user journey steps related to engaging with a health and juice website, including activities like researching, ordering samples, creating profiles, searching for memberships, and visiting the website.

Solution

Use the differentiators:

a. customer tailored juice as primary focus of homepage through navigation

b. Showing the locally-sourced organic products up close using big, bold, vibrant and appealing photos of the ingredients

  1. Emphasize quality 

  2. Complimenting the design with the type that feels premium and sophisticated that appeals to the upscale primary demographic but also is welcoming to the secondary market

  3. Letting the natural juice give the brand energetic, healthy organic bursts of color adding to its authenticity and quality

  4. Also offering already customized juice profiles for easy selection and adaptation for those customers looking for an easy entry into juice health

  5. Pre-made juices are offered at a less expensive price point

In the explorations below you will see the different color and type explorations.

Explorations included a Luxury theme, to embody the sophisticated, upscale market and to exemplify the value proposition of highest quality, organic ingredients money can buy.

A mood board titled 'Luxury' featuring high-end ingredients, kitchen images, colorful liquids, and herbs like mint. Includes a color palette with dark blue, purple, gray, and green, and references to natural and gourmet elements.

The Tailored for You theme uses visuals designed to an emulate chemistry elements chart to validate the science behind the products for the customized value proposition.

A digital mood board containing color swatches, handwritten notes, and various images such as a coffee shop interior, colorful stationery, food, and a drink, for a craft project titled 'LiquidLab'.

The Organic Theme exemplifies the value proposition of fresh, local and healthy using colors that are bright, clean and natural. Creating a strong desire for a cold, refreshing cold pressed juice.

A mood board featuring natural elements with a color palette including dark brown, various shades of green, orange, blue, and red. It contains images of avocado, small orange berries on a tree trunk, a modern interior with hanging lights and a cafe menu, black and white hand-drawn floral sketches, and graphic designs with abstract shapes, along with text highlighting organic, fresh, local, convenient, energetic, and breezy themes.

And The Brand Strategy Is…

The Premium Craft theme! It is a combination of the value propositions for a refined organic high quality product that speaks to the appropriate audiences.

  • High-end organic ingredients

  • Crafted for you

  • The ultimate RX value

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A collage of images related to organic juice and health. It includes a modern juice bar interior, colorful juice bottles, fresh fruits like avocado, beets, kiwi, and grapefruit, as well as vibrant juice drinks, herbal herbs, ginger roots, and a labeled bottle with a colorful diagram indicating ingredients. The text reads 'Premium Craft liquid Lab' and 'No Time for Salad. Tailor your Juice Program.'
Sequence of steps for juice customization, starting with a lemon slice signup form, then orange, berry, and fruit options for creating a personalized juice blend.

Sign up for the Tailor Your Program.

Webpage featuring cold-pressed juice products with a colorful layout. Top banner offers 10% off starter kits, with sections to shop, learn, manage account, and view story. Main section highlights high-quality cold-pressed juices with images of four bottles in purple, green, berry, and orange flavors. Below are the ingredients section with nutritional info for beets, blueberries, and lemons, alongside additional beneficial ingredients like kale, raspberries, spinach, turmeric, and more.