Pulp Juice Bar

Pulp – A Juice Bar with Grit and Heart

Pulp was a branding concept for a fictional NYC juice bar, founded by a former felon passionate about health, fitness, and fresh starts. The only creative direction? Be “raw, real, and unfiltered”—and avoid orange. I ran with it.

While most students leaned into citrus themes (because juice), I took a different route: beets. Beets are earthy, raw, a little messy—yet full of goodness. They felt like the perfect metaphor for Pulp: honest, unpolished, and vibrant in their own way. Deep reds and greens gave the brand a grounded, natural feel, with pops of rainbow tones to highlight the beauty in fruits and vegetables.

For the campaign, I leaned into guerilla-style street marketing. Think NYC subways, bold posters, and weird, fun faces made of produce. I coined the slogan “You Are What You Drink,” a nod to classic campaigns like “Got Milk?” Each poster featured hand-drawn arrows pointing to different vitamins and minerals—eye-catching, educational, and most importantly, fun.

Another series took a retro twist, featuring a 50s-style woman holding a juice, Warhol-style. It was grungy, cheeky, and totally offbeat—just like Pulp.