How Stevie Douglas started their logo design journey
Gina & Joel Juices (TAGLINE: Juices With Integrity)
We are experienced food operators launhcing a new juice, smoothie and sandwich concept in an upscale and trendy Manhattan neighborhood. We plan to operate a 500-750 square foot space with a large basement for overnight production. Our product will require a trendy logo for use on our website, uniforms, menu boards, printed menus, store awning, business cards, and our own line of privately branded and pre-packaged juices and snacks. While our products will not be organic, they will be very health focused using upscale and unique ingredients such as goji berries, cacoa nibs, coconut butter and tempeh. Many of our options will be either vegetarian or vegan, although there will be several sandwich options with chicken. Our price-point will be on the high end of the market but the product ingredients and design will support that price point. The cafe will be very upscale, and colorful using many natural materials (eg granite) in its design. Loud, upbeat music will always play, and it will be a well lit, vibrant feel at all times of the day.
Tell us a bit about who you are and the people you reach
Our audience is comprised of discerning, well educated, and wealthy Manhattan consumers that shop at stores like Trader Joe's and Whole Foods and who exercise at gyms such as Equinox, David Bartons, CRUNCH and NYSC. They are very upscale and trend setting and want to be seen carrying a branded juice/smoothie container that makes a statements that they are "healthy, wealthy, and put good things in their bodies". Visiting the Equinox gym website is a good start of understanding our audience. The majority of our juices and sandwiches will be "to-go" as we will be a "Quick Serve Restaurant" with limited seating. Our audience will not mind paying a premium ($7.50 - $8.50 for a 16oz juice, $6.50 - $7.50 for a smoothie, $9.00 - $11.00 for a sandwich) for our product due to the exclusive ingredients and upscale design of the menu, brand, and cafe experience. Many of our customers will be vegetarian and they will certainly live a lifestyle that includes exercise.
No Cartoons, but please do not make it too elegant or intimidating. The audience might be sophisticated but this should be fun, friendly, and inviting to young professionals. A very colorful design would especially nice, if not many colors, at least bright colors like pink and aqua come to mind. While the logo should certainly address that this is a healthy food concept, it should do so while remaining upscale and exclusive. If the design was exceptional it might not even need to have a resemblance to food in the picture but would still need to be bright and health/upscale feel
Please feel free to experiment with colors!
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
***I will need in the native file format I am not 100% certain on the name so I might need to be able to change that at a later time***
Please do not use any stock images or clip art in the logo