Jumpin’ Juice Branding & Identity product development

Development of main core identity – font

In the initial brief, the client wanted to convey the natural value of the product. I explored different types of handwritten font that would suit the ‘almost homemade’ feeling that Jumpin’ Juice wanted to get across. After methodical trial and error (testing how the font would appear, line up, upper and lower case ranges, legibility at different sizes and clarity of an overall recongisable font), I presented the Populaire font, a handwritten uppercase font, coupled with Arial Narrow for the smaller text details. Populaire gave the clarity needed to read on a shelf, and conveyed the homemade and rustic feeling that the product should be associated with.

Development of main core identity – introducing colour as an identity tool

Next came the development of the labels and product differentiation. I decided to approach this by colour coding – this enabled quick identification of the range of products, and simplicity of how to market the range going forward, allowing for expansion as the ‘green range’, ‘red range’ and so on. I did explore the option of grouping the products by type (the range consisted of: oil, powder, flakes, tablets, seeds, nibs and beans), but found that this didn’t provide a consistent workable brand identity, as the product types ranged across the different groups. The colour coding groups were instead based on the product content colour.

Development of the product labels

Next product labels were developed in line with the branding and identity. As there were different packaging ranges (jars, bottles and pouches), each label was tailored to suit each product.