Back to DIGITAL projects
Liquid Lab is a (fictional) boutique cold press juice bar offering their customers unique customized juices and smoothies. LiquidLab is entering a market currently dominated by established brands and franchises such as Liquiteria, Organic Avenue, and Blue Print Cleanse.
The way Liquid Lab differentiates from all these competitors is that LL offers customer profile tailored juice selections. By providing customers with the option to select a customized juice profile, Liquid Lab wants to create an easy entry into juice health for newbies and help “experienced” juicers to find the right juices for them.
Liquid Lab is a body positive brand and doesn’t focus on juice as a meal replacement.
Liquid Lab wants to ensure that customers see them as trustworthy, intelligent, vibrant, honest, modern, and accessible. As they put a lot of research into sourcing their produce and crafting their custom recipes, this was a big part of the message for Liquid Lab.
LL is very health-conscious and optimistic: they want to encourage clients to reach their health goals without defaulting into a preachy, exclusionary, or scolding tone. Body and health positive attitudes are key.
Liquid Lab was created to offer a fun and vibrant alternative to all these boring juice brands. Helping people make health conscious decisions by offering them clean cut juices that do what it says on the label. The newbie is a warm welcome to the world of juice, by luring customers in with light and sweet flavours. The sporty drink has the perfect ingredients to keep clients going after a nice work out sesh. But if customers can’t find anything they like, they’re free to create their own juice and save it to their account to order it every day.
CHALLENGES IN THE DESIGN
The biggest challenge was to differentiate the branding from all the other juice brands on the market, making sure that Liquid Lab is the brand that stands out without looking childish or kitch. When creating the moodboard for Liquid Lab I wanted to focus on poppy colors and different textures to best represent fruits and vegetables. Playing with illustrations and a rich color palette is exactly what makes Liquid Lab stand out from the competition. As the palette and illustrations are reasonably flashy, a clean simple typeface works best. It’s the colors that lure you in, that give customers that final boost to order.
One of the other challenges was to create a nutritional information section that would appeal to both customers that want all the details to customers that only need top level information. By adding an interactive animation to the nutrition section, both groups can find the exact information they need.
THE BRAND DETAILS
Vibrant colors and those little texture variations are the first tangible properties I think of when thinking of juices, like the seeds on strawberries or strings of cut ginger. By using textures and illustrations the Liquid Lab brand comes alive and gives a feeling of fluidity. As if the webpages itself are part of the juice selections.
The use of illustrations is an ideal way to stand out from competitors that all use stocky images and images of their drinks. These might not seem perfect, and they might be a little wonky, but that’s why it fits so well in the Liquid Lab brand. As it is a brand that doesn’t expect you to be perfect, and just wants you to lead a healthier life. The illustrations and textures give Liquid Lab a fun and sunny personality - Like that one friend who can always find that silver lining.
Same goes for the handwritten logo - Liquid Lab is not meant to be a clean, sterile product that replaces your meal. It’s a personal friend that recommends you what to go for when you can’t see through all the juice clutter anymore.