This project was a full design rebrand for The Vermont Juice Company, located in the heart of Burlington, Vermont. The goal was to refresh the company's visual identity and align it with a new marketing direction that felt vibrant, modern, and true to the brand’s roots.
As part of the rebrand, I developed a new logo design, a cohesive set of merchandise and apparel, and storefront signage. The overall design direction was meant to evoke a clean, contemporary feel while still maintaining the organic and approachable energy of a local juice bar.
What made this project especially exciting was the collaborative approach. The owner wanted to incorporate a wide range of visual elements and loved the idea of blending multiple artistic styles. In response, I created a series of unique, hand-drawn illustrations and integrated them across the brand’s touchpoints—resulting in a dynamic and playful aesthetic that reflects the company's creative spirit and commitment to freshness.
The final outcome was a vibrant mix of design elements that not only elevated the brand’s look, but also created a more engaging and memorable experience for their customers.
*Please click images to view at a larger scale*
The aesthetic of this design was inspired by printmaking and a more grunge vibe. If you look closely you can see a great amount of detail in each fruit/veggie.
This design uses fine line work, if you look closely the produce is drawn each with a continuous line.
Some more illustrations that didn't quite make the cut but are still worth showing and are incorporated in many of the mockups.
The process and design exploration of merchandise & apparel (top favorites) that I played with before establishing the final designs.
