VISUAL STRATEGY -...
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VISUAL STRATEGY
Michael BurnettDesigner in Residence @ General Assembly
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VISUAL STRATEGY
INDUSTRY OVERVIEW
COMPETITIVE OVERVIEW
USER RESEARCH
MOOD EXPLORATION
CONTENT STRATEGY
COLOR & TYPE
MOBILE LANDING PAGE
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THE JUICE BUSINESS
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INDUSTRY OVERVIEW
● $2bn U.S.
● 2.9% growth
● 1,435 businesses
*IBIS World
BUSINESS
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INDUSTRY OVERVIEW
Celbrity fans - Gwyneth Paltrow, Nicole Ritchie
“Juicing is Bad for You and the Earth”The Daily Beast - 2.20.16
SOCIAL
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COMPETITIVE OVERVIEW
NATIONAL
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COMPETITIVE OVERVIEW
LOCAL
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COMPETITIVE OVERVIEW
TAKEAWAYS
● National Smoothies / Local Juices
● Handwritten / Script / DIY
● beholden to the color spectrum
● pushing the “cleanse”
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COMPETITIVE OVERVIEW
TAKEAWAYS
fad
temporary
lacks strong branding
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CONSUMER RESEARCH
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USER RESEARCH
“I like it because it’s stark.”
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USER RESEARCH
“I’m in it for the health [goals]...
I get distracted by thepretty colors.”
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MOOD EXPLORATION“JUICER”
Urban
Weekend
Stay-at-Home
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MOOD EXPLORATIONCOMPETITION
Rustic
Bright
Perishable
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MOOD EXPLORATIONLONGEVITY
Cool
Natural
Permanent
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MOOD EXPLORATIONOPPOSITE (EDGE)
Metal
Extreme
Professional
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MOOD EXPLORATION
Edgy
Peaceful
Feminine
Aspirational
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STRATEGY
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STRATEGY
WHY
HOW
WHAT
At Liquid Labs, we believe blended juices can be a long-term solution to improve your health and the environment.
We serve local, whole food produce with supplements that include healthy fats, fibers and proteins.
Our custom health plans and pre-made blends are made to suit your lifestyle.
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CONTENT STRATEGY
GEOMETRIC
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CONTENT STRATEGY
INDIVIDUAL A B L E N D A P A R T
ABA Blog
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CONTENT STRATEGY
CONTRAST(breaking assumptions)
L I Q U I D J U I C E
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CONTENT STRATEGY
IMAGERY
Aspirational
Individual
Lifestyle
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CONTENT STRATEGY
IMAGERY
Desaturated
Soft-Focus
Real
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CONTENT STRATEGY
ICONOGRAPHY
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COLOR & TYPE
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COLOR
COLOR WHEEL
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TYPOGRAPHY
SPARTAN40pt Bold
A v e n i r N e x t1 6 p t R e g u l a r C A P St r a c k i n g + 9
Avenir Next16pt Medium Italictracking +2
Avenir Next16pt Regulartracking -0.4leading 150%paragraph +8
LOGO & TITLE
T A G L I N E & S E C T I O N
S u b h e a d e r
B o d y C o p y
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TYPOGRAPHY: RESPONSIVE
OSTRICH SANS INLINE36pt regular
Savoy22pt Regularleading 125%
EXCERPT & QUOTE
Blog Copy
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VISUAL DESIGN
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MOBILE LAYOUT
WEIGHTED GRID
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MOBILE LAYOUT
WEIGHTED GRID
Juice “cleanses” don’t support longevity and health. Reach your potential through balance.
Pressing juices strips foods of fats, fiber and heart-healthy flavonoids. Blending preserves the natural balance that allows your body to absorb vitamins and nutrients.
We don ’ t p ress , we b len d.
L I Q U I D J U I C E
Whole foods and natural produce are a core part of your strategy for lasting health.
L I F E I N B A L A N C E
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MOBILE LAYOUT
VERTICAL CARDS
L I F E I N B A L A N C E
A B L E N D A P A R T
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MOBILE LAYOUT
VERTICAL CARDS
Juice “cleanses” don’t support longevity and health. Reach your potential through balance.
Pressing juices strips foods of fats, fiber and heart-healthy flavonoids. Blending preserves the natural balance that allows your body to absorb vitamins and nutrients.
We don ’ t p ress , we b len d.
L I Q U I D J U I C E
Whole foods and natural produce are a core part of your strategy for lasting health.
L I F E I N B A L A N C E
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MOBILE LAYOUT
L I F E I N B A L A N C E
A B L E N D A P A R T
Juice “cleanses” don’t support longevity and health. Reach your potential through balance.
Pressing juices strips foods of fats, fiber and heart-healthy flavonoids. Blending preserves the natural balance that allows your body to absorb vitamins and nutrients.
We d o n ’ t p re ss , w e b l e nd.
L I Q U I D J U I C E
Whole foods and natural produce are a core part of your strategy for lasting health.
L I F E I N B A L A N C E
Customize
We’ll craft a lineup of daily blends to keep things fresh.
3Let us know your favorite flavors, any dietary restrictions or foods you want to avoid.
Flavor
2Choose any goals that apply, from improving heart healt to building muscle mass.
Goals
1Working crazy hours or working out? Morning walks or weekend hikes? We have the right nutrition.
Lifestyle
At Liquid Lab, our custom blends are designed to supplement your diet and lifestyle.
A custom plan can help achieve your health goals every day.
Blended for your l i fes ty le .
L I Q U I D S A C R I F I C E
Menu
Liquid Labs blends take the time and guesswork our ot food prep. There is no easier way to health.
Just DessertsA sweeter blend with nutritious oil and fiber to help absorb vitamins.
Seasonal GreensNature provides the right nutrients at the right time of year, we blend.
The Best DefenseA good offense requires a protein boost, antioxidants and B-vitamins.
If you’re short on time or unsure if you want to customize, we have a menu of amazing blends to suit your daily needs.
Try our B lends 2Go St rong.
L I Q U I D D I F F I C U L T
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L I F E I N B A L A N C E
A B L E N D A P A R T
Juice “cleanses” don’t support longevity and health. Reach your potential through balance.
Pressing juices strips foods of fats, fiber and heart-healthy flavonoids. Blending preserves the natural balance that allows your body to absorb vitamins and nutrients.
We don ’ t p ress , we b len d.
L I Q U I D J U I C E
Whole foods and natural produce are a core part of your strategy for lasting health.
L I F E I N B A L A N C E
Customize
We’ll craft a lineup of daily blends to keep things fresh.
3Let us know your favorite flavors, any dietary restrictions or foods you want to avoid.
Flavor
2Choose any goals that apply, from improving heart healt to building muscle mass.
Goals
1Working crazy hours or working out? Morning walks or weekend hikes? We have the right nutrition.
Lifestyle
At Liquid Lab, our custom blends are designed to supplement your diet and lifestyle.
A custom plan can help achieve your health goals every day.
Blended for your l i fes ty le .
L I Q U I D S A C R I F I C E
If you’re short on time or unsure if you want to customize, we have a menu of amazing blends to suit your daily needs.
Try our B lends 2Go St rong.
L I Q U I D D I F F I C U L T
Menu
Liquid Labs blends take the time and guesswork our ot food prep. There is no easier way to health.
Just DessertsA sweeter blend with nutritious oil and fiber to help absorb vitamins.
Seasonal GreensNature provides the right nutrients at the right time of year, we blend.
The Best DefenseA good offense requires a protein boost, antioxidants and B-vitamins.
If you’re short on time or unsure if you want to customize, we have a menu of amazing blends to suit your daily needs.
Learn More
We source our produce from local farms within 100 miles of our stores. We work directly with farmers, not distributors, to further reduce the use of fossil fuels.
Even more importantly, blended juices avoid the waste of pulp. Pressed juices dispose of pulp, which releases methane, a green-house gas worse than CO2.
Care fo r the env i ronment in more ways than one .
G R E E N G R E E N H O U S E
ABA Blog
Healthy means different things to different people. That’s why we emphasize our custom blends.
There is no right way to achieve your health goals. We celebrate choice in our A Blend Apart blog.
Submit and read recipes, activity, excercises, travel tips or anything that means “healthy” to you.
Your heal th is yours a lone.
L I Q U I D P R E S S U R E
back to top
About Us
Liquid Lab was founded in 2014 by three friends who wanted a better way to drink to health.
L I Q U I D C O R P O R A T E
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VISUAL STRATEGY
NEXT STEPS Responsive Design
Iconography Refinement
Animation Prototypes
User Testing
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Q & ...
Michael BurnettDesigner in Residence @ General Assembly