Running Juice is a young brand founded by Yoshi & Wendy. Two enthusiastic runners from Amsterdam. As a healthy and conscious living couple they were dismayed by the sugary sports drinks that are regularly handed out at running events. And that’s exactly why they found Running Juice.

The company produces healthy juices, specially composed for runners. Either as a pre-run boost or a recovery drink. The juices are enriched with spirulina and enzymes and will keep runners energised for miles and miles.

After being thoroughly tested. Running Juice is ready to take over the niche of plant based sports nutrition. Therefore, they needed a bold look, to match their ambitions.

Approach
The brand is so highly personal (they juice at home and deliver themselves), it had to be reflected in the concept as well. Their happy and bright personalities had to have a place within the branding, just as their love for running and their free and holistic lifestyle.

Their small scale production also meant that every element had to be easily applicable. Meaning they shouldn’t need a lot of third parties or outsourcing, to get their company out there.

Concept
We wanted to create a brand to reflect tough training sessions ánd mindful recovery. What seemed to be a contradiction at first, turned out to be a reinforcement towards both sides. Energy and rest aren’t as much opposed to each other as they need and attract each other. There were a lot of these ‘connected contradictions’ found in the core of the brand. This is what the visual identity is build upon.

Visual identity
The round logo consists of a running track and a piece of fruit; The training and the reward. Bright yellow is used as the main color for Running Juice, representing freshness and positive vibes. Track pink and avocado green are used as secondary colours and in variations of the logo.
Dark blue is used as backgrounds and details. The fun thing is that Yoshi & Wendy’s dark blue van (called Dopje) will be used to promote and sell juices. This way we involve dopje right into Running Juice’s branding.

Yoshi and Wendy were persistent (and rightfully so) about the use of re-usable glass bottles to serve their juices in. A simple round sticker makes the juices distinctive of other products in one’s fridge. With a simple but tactile label-writer, the ingredients can be put on the sides of the bottle without the need to order separate stickers for every juice the brand creates.

Deliverables: concept, brand narrative, visual identity, graphic design, illustration, animation