Our Work
Village Juice & Kitchen
Village Juice & Kitchen
Branding / Packaging / Website
The Challenge
Village Juice & Kitchen is a regional health food restaurant headquartered in Winston-Salem, North Carolina. They specialize in organic cold-pressed juices, salads, grain bowls, and other healthy options. What started with one woman and her juicer quickly became a multi-store business with a devoted following.
When the owners seized the opportunity to franchise their business, they recognized the need to upgrade their brand to better represent their mission: make delicious and healthy food accessible.
To properly expand, they'd need a new brand guide with stated brand standards and company core values, a new corporate website, product packaging, and in-store signage. The whole shebang, in other words.
The Solution
The new brand needed to stay true to Village Juice's roots as a local restaurant serving food made with locally sourced ingredients. The brand also needed to communicate Village Juice's commitment to making healthy and delicious foods accessible.
Our first step was to conduct a multi-day Brand Matrix Workshop, a prototype of our Transform Brand Plan. From the workshop, we uncovered brand personas, formed a new set of brand standards, and wrote a new set of core values.
Next, we conducted a competitor review and visited half a dozen competitor locations to experience and analyze the products and customer service of the businesses in Village Juice's category. This allowed us to determined Village Juice's differentiating factors and niche.
Once this process was complete, we compiled everything into a new brand guide that all locations could look to for standards. Then we went to work on a new website to reflect the reworked brand.
Once the brand was solidified, we used those assets to produce a landing page and video content for a Republic campaign to raise investment money for the company.
The Result
The extensive hands-on work of the Transform workshop laid the foundation for a scalable brand that remained true to the Village Juice & Kitchen's local roots. The brand assets created in the workshop helped Village Juice & Kitchen grow their brand with new locations across the South.
With the help of a strong landing page and persuasive video content, the company's Republic campaign exceeded its goal.
