Pulp Juice Bar

Pulp was a branding concept based on a business created by a classmate. The design brief was pretty open-ended, and well… brief. Which allowed me to give Pulp the life I thought it deserved.

Pulp was a Juice Bar in New York City, founded by a former felon who had found a passion for health, fitness, and fresh starts. They wanted to stay away from orange branding, and used the words “raw, real, and unfiltered.” They wanted to be different, and utilize guerilla marketing, and have a grunge feel.

Three other students were also given this brand to develop. They all chose citrus. NO! I knew right away that citrus was not going to happen in my Pulp world. What already existing juice business doesn’t use citrus or citrus inspired colorways? I chose the underdog of the health world- the Beet. At first this choice got many “huh?” reactions, but it grew on everyone.

Not only are beets actually healthy- they are also raw, real, a little dirty on the outside yet beautiful on the inside. Exactly what I saw in Pulp. The deep red and green evokes health and nature- without being too nature-y, I chose a subset of rainbow shades to add some pops of color and represent the striking beauty that can be found in fruit and vegetables.

For the marketing campaign- I had fun! My mind heard NYC, and immediately thought of subway posters and walls lined with posters. I created the “You are what you drink” slogan, reminiscent of “got Milk?” or “Where’s the Beef?” Simple and easy to remember. I made fun faces out of fruit and vegetables, and used those as my main marketing strategy. Humans are naturally drawn to faces, and what is more fun than a weird face made of produce? Highlighting the “you are what you drink” slogan, I also added hand drawn arrows to each item, describing the Vitamin or Mineral they offer. This allowed a multifaceted approach to reach the customer, be memorable, as well as educate. And above all else, it was FUN.

Another marketing campaign featured posters with a retro lady holding juice, along with warhol-esque colorway. This kept to the funky, fun, and fresh nature I saw in Pulp, and again- was fun!