Brand & store • Wellness · Colombia
Live Juice
We created the brand and the site for Live Juice, a cold-pressed juice detox programme — including the first activated-charcoal one in Colombia.
- Brand design
- Web design
- Icon system
- Client
- Live Juice
- Industry
- Wellness · Food
- Year
- 2016
- Our role
- Brand, web design and implementation
- Scope
- Colombia
01
Context
Live Juice cold-presses fruit and vegetable juices with no preservatives or additives, and sells them as multi-day detox programmes. Ten products, among them a black activated-charcoal juice that was the first of its kind in the country.
02
The challenge
Detox is sold on promises, and health promises age badly. We had to build desire without promising cures: explaining what cold pressing is, what each juice does and how a programme works, so the purchase came from understanding rather than faith.
03
Our approach
- 01
A brand for the shelf and for the screen
We designed the identity as a system of variants — horizontal, vertical, with tagline, for the header and for retina screens — not as a single logo. Green and navy: fresh without being naive, serious without turning clinical.
- 02
Explain before selling
We structured the site as a teaching sequence: what cold pressing is, why a detox, what each juice does, how to buy. The store doesn't open with the price, it opens with the reasoning.
- 03
An icon system of its own
We drew twelve benefit icons and six for the purchase process. In a category saturated with stock photography, original iconography is what makes a site look like someone's rather than anyone's.
- 04
Ten products, two states each
We produced renders of all ten products in two states for the interactive journey, plus self-hosted typography so the identity would read the same in any browser.
04
The solution
A complete brand and a site that teaches before it sells, with three programme plans, ten juices explained one by one and a step-by-step guided purchase.
10 juices
each with its own render and explained product entry
18 icons
original system for benefits and purchase process
5 variants
logo system for print, web and retina screens
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