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JAMBA JUICE brand book


Copyright 2018 Max Gawell Engstrรถm All content for the Jamba Juice Brand Guidelines was conceived, designed, and produced by Max Gawell Engstrรถm. Writing and editing supplemented by Max Gawell Engstrรถm. Photography provided by Charlotte Gawell and Patrik Engstrรถm. The only exception is the Jamba Juice corporation which was taken from jambajuice.com. Design Consultation Roger Muller, ADV 370 Brand and Branding, Academy of Art University The book is a non-commercial work produced as a student project for educational purposes, and such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.


CONTENTS

1 04. JAMBA JUICE HISTORY 08. FUTURE & MISSION 18. TODAY & TOMORROW 24. JUICE GENERATION 32. MARKET & COMPETITION 38. SWOT ANALYSIS 40. NEW STRENGTHS


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3

44. THE OLD & THE NEW

64. THE NEW BRAND

48. LOGO EXPLORATIONS

66. MARK SYSTEM

52. DIGITAL DRAFTS

78. TYPOGRAPHY

54. CHOSEN LOGO

84. COLOR & VOICE

56. SIMILAR LOGO’S

92. PHOTOGRAPHY

58. CHOSEN WORDMARK

104. WEBSITE & MERCH

60. LOGOMARK FINALISATION

122. EMERGING MARKET


VISUAL STRATEGY

JAMBA JUICE / VISUAL STRATEGY


1 04. JAMBA JUICE HISTORY 08. FUTURE & MISSION 18. TODAY & TOMORROW 24. JUICE GENERATION 32. MARKET & COMPETITION 38. SWOT ANALYSIS 40. NEW STRENGTHS

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TIMELINE Juice Club opens in San Luis Obispo. 1996 Thirty stores, both franchised and company owned, are in operation.

1990

JAMBA JUICE / VISUAL STRATEGY

1995 The store changes its name to Jamba Juice.

1999 Jamba Juice acquires its main competitor, Zuka Juice.

1997 Jamba Juice opens Jamba Juice bars in Whole Foods supermarkets.


2008 Jamba Juice includes a line of wraps, sandwiches and salads.

2016 Jamba Juice moves its headquarters from California to Texas.

2003 Jamba Juice agreed to be acquired by Services Acquisition Corporation.

2019

2014 Jamba Juice began making blends with fresh ingredients. Jamba Juice launches its new brand and local ingridiants.

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JAMBA JUICE / VISUAL STRATEGY


JAMBA JUICE Jamba Juice has over 875 locations operating in 26 U.S. states, as well as Canada, the Philippines, Mexico, Taiwan, South Korea, Thailand and the United Arab Emirates. There are approximately 68 company-owned locations and 752 franchise-operated stores in the United States, in addition to the 65 international stores.

Jamba Juice serves varieties of smoothies that the company positions as healthy meal replacements. Most of the blends rely on frozen or fresh fruit. In addition, Jamba sells vegetable soups, bread, and soft pretzels. The bulk of the chain’s outlets are located in California, where juice bars have long been a staple.

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FUTURE & MISSION JAMBA JUICE / VISUAL STRATEGY


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FUTURE

Moving forward, Jamba Juice will focus on contributing to a sustainable tomorrow and a greener world by working closely with local producers.

What is used in our blends has to be fresh, tasty and more importantly produced causing minimal damage to our planet. By using locally produced raw materials we take a big step in the right direction. We believe that working towards a greener tomorrow and staying healthy goes hand in hand. This will be a big part of how Jamba Juice operates in the future. The personality of Jamba Juice is mindful and clear. We take care of each other and is not afraid to stand out.

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PROMISE & SOUL Jamba Juice has knowledge about what is healthy to put in our bodies without to harm our world. We care about each other and we care about a sustainable future. We promise a tasteful experience that has a good impact on your body as well as our nature. We care about the ones around us and will always choose a local alternative when it’s available.

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MISSION

Our mission is to fuel people with fresh, healthy and

satisfying nutrition without causing any unnecessary harm to our planet.

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LOCAL URBAN YOUNG NATURE

ORGANIC

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TODAY & TOMORROW 18


TODAY

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TOMORROW

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JUICE GENERATION JAMBA JUICE / VISUAL STRATEGY


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MIGUEL

Miguel, a 57 year-old lawyer working in a big firm, living with his wife and two kids in Mexico City. Miguel played tennis in college but stopped during university. Since then he has always cared about to treat his body good with enough workout to stay healthy and good food. Since he got kid’s, food has played a big role in the family, it is important that the whole family stays healthy and it’s a time for the family to come together. Miguel tries to keep his diet very lean. Which makes it perfect to have a green smoothie for lunch.

JAMBA JUICE / VISUAL STRATEGY


MAIKEN

Maiken, a 20 year-old art student living on Manhattan, New York, with her roommate. For Maiken, it’s very important to think about the future of our planet, she believes that everybody has to take their responsibility with small and large efforts. To keep up with the fast phase of school she sometimes needs a quick energy boost. This is also a time to have control over what she eats as she doesn’t have to think about her roommate. Jamba Juice fits her perfect as its an appetizing quick meal that supports local farms.

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JAMES

James, a 23-year-old economy student living in Boston, US.

When not studying James enjoy to workout and be with his friends. This keeps his schedule busy. Because he works out he puts thought into what he eats. James prefers to know exactly what he’s eating and reads carefully on the food index. Between school and workout, he needs something to keep his energy up. The perfect snack on the go is Jamba Juice, with the right nutrition to keep energized and ready for next activity.

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ERIC

Eric, a 30-year-old tech guy living in San Francisco, US, with his girlfriend. To have a good looking body have always been important to Eric, this is why he works out at least three times a week. Because he’s busy with work, social life and physical activities it’s very important to stay energized throughout the day. Three meals a day is not enough and it has to be good nutrition so that his workout doesn’t go to waste. Jamba Juice fits perfect in Eric’s life, it provides him with healthy energy on the go.

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CLARA

Clara, a 32-year-old journalist, and mother of two kids living

in Montreal, Canada. A day in Clara’s life is very busy as she wants to spend time with her kids as well as working on her career. Two times a week she takes time off for her self to yoga every Thursday and Sunday. After yoga class, she drives by Jamba Juice to pick up a large green smoothie for lunch as well as two smaller for the kids. She prefers a smoothie for lunch as its healthy nutrition on the go and it’s a perfect way to get the kids to have their fruit and vegetables.

JAMBA JUICE / VISUAL STRATEGY


JOHANNA

Johanna, a 52-year-old business woman, living in Los Angeles, US. Her kids are now grown so she can focus on her career again. What has come more important in life is to be conscious about how we treat our planet, so that we leave a future for our grandchildren to grow up in. For Johanna a good health is important, on lunch breaks, she usually goes to a training class or a long walk. This to keep her mind fresh. During a long walk, she usually enjoys her lunch on the go. For this occasion, a locally produced smoothie is a perfect choice.

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MARKET & COMPETITION 32


MARKET

Compared to its competitors, Jamba has been in the market for a relatively shorter period. While Jamba Juice has performed relatively well as compared to the other brands in the smoothie industry, its competitors are also in a strong position. Juice it Up, Smoothie King and Smoothie Planet are its main competitors in the smoothie industry. The entry of McDonalds and Starbucks has, however, made the competition stiffen for Jamba Juice. Another competition that rises is privately owned smoothie bars, they are quick adapters to trends and are always ready to match costumers needs.

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CURRENT

Current competitors are brands that are in the same market and offers a similar range of products and services as Jamba Juice.

ADJACENT Adjacent competitors are brands that have began to move into the smoothie market. They offer a very limited range of blends.

ASPIRATIONAL Aspirational competitors are brands that are in the business of tomorrow. Brands that have a similar vision that Jamba Juice has.

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SWOT STRENGTHS

WEAKNESSES

It is a well-known brand.

Weak in-store experience.

Jamba Juice collaborates with Nestle to create energy drinks.

Not very unique if compared to its competitors.

Juices and some smoothies are prepared with fresh ingredients.

Examined for its not ideal health contents in their smoothies.

The menu includes a variety of more than 30 different blends.

Not popular with people during the winter in the Northern areas.

JambaGo, a self-serve machine that helps to expand the brand.

Costumers expectations are not always fulfilled.

It has over 850 locations.

Stores are not always clean.

JAMBA JUICE / VISUAL STRATEGY


OPPORTUNITIES

THREATS

Changes in trends.

Food & drug regulations.

It can keep growing internationally.

People start to make their juice at home.

Sponsor sports to reach health-conscious customers.

If it does not have any uniqueness, then it can be faded very easily.

Rising health awareness among Americans can be in favor.

Increased competition from other international & local food brands.

Collaborations with others to improve their value.

Changes in trends in dietary style and preference.

to Jamba Juice.

amongst the strong local competition.

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JAMBA JUICE / VISUAL STRATEGY


NEW STRENGHTS Jamba Juice strengths are their access to excellent local raw materials. As well as customer service striving for the common goal of a greener world. With the strategy to use local ingredients, Jamba Juice moves into a stronger position in the market.

Moreover, the brand will make sure that costumers instore experience is fulfilled with a verdant, modern and inspiring environment.

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VISUAL DEVELOPMENT

JAMBA JUICE / VISUAL DEVELOPMENT


2 44. THE OLD & THE NEW 48. LOGO EXPLORATIONS 52. DIGITAL DRAFTS 54. CHOSEN LOGO 56. SIMILAR LOGO’S 58. CHOSEN WORDMARK 60. LOGOMARK FINALISATION

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THE OLD

The look and feel of the previous logomark were childish in a not aesthetically pleasing way. It has its roots in colorful fruits and has implemented so many bright colors that it loses its connection to modernism and trustworthiness as market leaders. All of the colors used in the logo: green, yellow, orange, red, have a purpose of communicating fruity and playful. The design of the logo displays a juice blender in a somewhat playful way. This in combination with the wordmark that is used in the logo makes it to playful and as a result very childish. The logo losses its trust and modern look and feel to it. This disconnects Jamba Juice from their audience that always looks for new interesting alternatives.

JAMBA JUICE / VISUAL DEVELOPMENT


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THE NEW

Jamba Juice is remade to be modern and trustworthy. For Jamba Juice it’s important to be trendsetters, to be role models for other companies in the same business. Communicating that, together, we can work towards a more environmentally friendly business that supports our local people. A new logo and wordmark are implemented to bring a modern avant-garde down-to-earth look and feel to the brand. The circles of the new brand logo create a geometrical shape that represents the loop of how we give back to nature and our local producer’s. The color of the new brand logo is spring red. It represents a modern and down-to-earth personality of Jamba Juice. The simplicity of the logo is very important, it communicates modernism and that Jamba Juice is not afraid to stand out.

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LOGO EXPLORATIONS The exploration of the new logo started with taking keywords and changing them into symbols. In some of the marks, there is a symbol of different fruits and other juice inspired items. Using the name was also tested, together with a combination of graphic elements. In other, more abstract geometrical forms were tested, working off the old logo and its shapes.

JAMBA JUICE / VISUAL DEVELOPMENT


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JAMBA JUICE / VISUAL DEVELOPMENT


SECOND SKETCHES The abstract geometrical forms were the strongest symbol for the new look of Jamba Juice and are explored further. Different combinations and scales were tested, both round and vertical. The round feeling of the circles communicates trustworthy, in combination with a geometrical form, it communicates modernism.

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DIGITAL DRAFTS The abstract geometrical form of circles in vertical order became the strongest symbol for the new Jamba Juice logo. Throughout the digital discovery, the weight and orientation of the circles were explored.

JAMBA JUICE / VISUAL DEVELOPMENT


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CHOSEN LOGO The new logo symbolizes Jamba Juice sense of being down-to-earth and modern at the same time. The new logo plays off the old logo in a modern take to strengthen their new vision of the brand.

JAMBA JUICE / VISUAL DEVELOPMENT


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JAMBA JUICE / VISUAL DEVELOPMENT


SIMILAR LOGOS There are few similar logos on the market. Examples are Audi, The Olympics, and Master Card. These logos are not in the same business as Jamba Juice but communicates similar values such as solidarity, progressive and new thinking.

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WORDMARK Different versions were tested for the wordmark with the conclusion that a san serif font with bold circular shapes fits best with the new logomark.

A new font was created for Jamba Juice based on circular shapes. All characters of the wordmark have a bold and round finish with horizontal top and bottom. The balance of every letter is weight properly with an even amount of white space inside the letters. Different trackings were tested, to see what had a better visual appeal. Tracking at -30, -20, -10, 10, 30, 40, 55, 75 was tested. The end result has its own custom kearning between every letter.

JAMBA JUICE / VISUAL DEVELOPMENT


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FINALIZATION The new wordmark matches the new logo mark in the sense that all the edges are rounded with circular shapes. The kearnig is different for each character to get the most visually pleasing result.

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VISUAL STANDARDS

JAMBA JUICE / VISUAL STANDARDS


3 64. THE NEW BRAND 66. MARK SYSTEM 78. TYPOGRAPHY 84. COLOR & VOICE 92. PHOTOGRAPHY 104. WEBSITE & MERCH 114. EMERGING MARKET

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THE NEW BRAND Jamba Juice previously used a childish logomark with very bright colors. While the idea is good it doesn’t communicate the new Jamba Juice. The new logomark stands for the brand being down to earth and modern. Throughout the process of building the new logomark, those ideas were always kept in mind. The new look oozes professionalism and a new start for the brand.

JAMBA JUICE / VISUAL STANDARDS


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JAMBA JUICE / VISUAL STANDARDS


MARK SYSTEM 66


VERTICAL The vertical signature will be used for assets such as advertising, print, marketing collateral, press releases, emails. The logo size may be scaled depending on the usage. The vertical signature will be used as the primary signature.

JAMBA JUICE / VISUAL STANDARDS


IN-LINE

The inline signature will feature the wordmark. It will be used in internal communication, brand collaborations, and in general where there is no space for the full vertical logo. The inline signature will be used secondarily to the vertical signature.

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CLEAR SPACE The minimum required distance from the logo for placement of text or graphic elements must be the size of the third circle from a bow in the logo. This rule applies to any and all uses of the logo.

In case of printed materials where the logo is placed at the edge of the paper, the minimum distance from the edge of the format is the size of the third circle from a bow in the logo.

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MINIMUM SIZE When reproducing our logo, be conscious of its size and legibility. Use common sense — a signature that is too small ceases to serve any useful communication function. Generally, our logo should never appear less than 0.8� tall on printed materials, and no less than 36px tall in the digital realm.

JAMBA JUICE / VISUAL STANDARDS


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LOGO COLORS Throughout Jamba Juice the logo will be used in three different color options; Black, White, and Summer Red. The different colored logos will exist in varying environments. Summer Red is the primary color accompanied by black and white as secondary.

SUMMER RED On white background Colored print collateral Colored marketing assets Decals for stores Company apparel Menus

JAMBA JUICE / VISUAL STANDARDS


BLACK

WHITE

Print Collateral B/W marketing assets Brand collaborations

Placed over darker graphics On Summer Red background Brand collaborations

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DONT’S

The following applies to the use of the Jamba Juice logo.

JAMBA JUICE / VISUAL STANDARDS


DO NOT STRETCH

DO NOT RETYPE TEXT

DO NOT DISTORT

JAMBA JUICE

DO NOT ADD GRAPHICS

DON’T USE ON BUSY BACKGROUND

DO NOT USE ON SIMILAR COLORS

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TYPOGRAPHY & COLOR JAMBA JUICE / VISUAL STANDARDS


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HEAD & SUBHEAD The new primary typeface is Poppins. It’s designed by Ninad Kale and the Latin is by Jonny Pinhorn. Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color. The Devanagari base character height and the Latin ascender height are equal; Latin capital letters are shorter than the Devanagari characters, and the Latin x-height is set rather high. Poppins Light will be used for large headlines such as big titles. Poppins Medium will be used for subheadlines such as product categories.

JAMBA JUICE / VISUAL STANDARDS


POPPINS LIGHT

MEDIUM

ABCDEFGHJKLMNOPQRSTUVWXYZ

ABCDEFGHJKLMNOPQRSTUVWXYZ

abcdefghjklmnopqrstuvwxyz

abcdefghjklmnopqrstuvwxyz

‘?’“!”(%)[#] {@}/&\<+÷×=>®©$€£¢:;,.*

‘?’“!”(%)[#]{@}/&\<+÷×=>®©$€£¢:;,.*

123456789

123456789

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BODY & QUOTE Poppins Light will be used for all the body copy of the brand. It will sit below headings and subheads in the hierarchy of the brand.

Poppins is the only font that will be found in connection with Jamba Juice. Poppins communicates modernism and simplicity to the brand.

JAMBA JUICE / VISUAL STANDARDS


POPPINS LIGHT

REGULAR

ABCDEFGHJKLMNOPQRSTUVWXYZ

ABCDEFGHJKLMNOPQRSTUVWXYZ

abcdefgh jklmnopqrstuvwxyz

abcdefghjklmnopqrstuvwxyz

‘?’“!”(%)[#]{@}/&\<+÷×=>®©$€£¢:;,.*

‘?’“!”(%)[#]{@}/&\<+÷×=>®©$€£ ¢:;,.*

123456789

123456789

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Spring Red is the primary color of Jamba Juice and is used in the new logo. Spring Red is the first option to use and is also used in time to symbolize the season of spring. PMS 7635 C CMYK C14 M92 Y38 K0 RGB R209 G57 B107

JAMBA JUICE / VISUAL STANDARDS


Summer Yellow is one of Jamba Juice secondary colors. Summer Yellow is used in time to symbolize the season of summer. PMS 135 C CMYK C0 M23 Y70 K0 RGB R255 G199 B100

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Autumn Green is one of Jamba Juice secondary colors. Autumn Green is used in time to symbolize the season of autumn. PMS 626 C CMYK C83 M39 Y64 K23 RGB R42 G104 B92

JAMBA JUICE / VISUAL STANDARDS


Winter Blue is one of Jamba Juice secondary colors. Winter Blue is used in time to symbolize the season of winter. PMS 2187 C CMYK C98 M70 Y25 K8 RGB R7 G84 B132

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Black, white and the grayscale is is one of Jamba Juice secondary colors. Itâ&#x20AC;&#x2122;s used primarily for body text and when color is not an option. PMS Neutral Black C CMYK C75 M68 Y67 K90 RGB R51 G51 B51

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JAMBA JUICE / VISUAL STANDARDS


VOICE

The voice of Jamba Juice is outgoing, inclusive and refreshing. Jamba Juice wants to encourage their surroundings to follow the path down a healthier lifestyle for ourselves and our planet. This by being curious, innovative and bold.

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JAMBA JUICE / VISUAL STANDARDS


PHOTOGRAPHY 92


JAMBA JUICE / VISUAL STANDARDS


LANDSCAPE Using deep depth of field with a smooth light. Both nature and urban photography are used to represent Jamba Juice in different environments.

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PEOPLE

Using shallow depth of field with a smooth light shot at none with an earthy look. Both closer portraits and action photography are used to represent Jamba Juice in different environments.

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JAMBA JUICE / VISUAL STANDARDS


FRUIT & VEGETABLES Using shallow depth of field with a smooth light shot at day with a fresh look. Both close-ups and action photography are used to represent Jamba Juice in different environments.

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PRODUCT Using shallow depth of field with a smooth light shot at day with a fresh and light look. Colors are important. Both close-ups and action photography are used to represent Jamba Juice in different environments.

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JAMBA JUICE / VISUAL STANDARDS


NATURE

Using shallow depth of field with a direct light, clear and rich colors with a darker background. In this category, close-ups are used to represent Jamba Juice.

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WEBSITE & MERCH JAMBA JUICE / VISUAL STANDARDS


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WEBSITE

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OLD ADVERTISING

JAMBA JUICE / VISUAL STANDARDS


NEW ADVERTISING

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JAMBA JUICE / VISUAL STANDARDS


EMERGING MARKET 114


FARMERS MARKET A farmers market is placed outside a selection of Jamba Juice stores. This to showcase local products for its specific area and let customers have a conversation with local farmers.

Itâ&#x20AC;&#x2122;s important to start a conversation between the maker and consumer. Informing what benefits locally produced have for our nature and the people that surround us. To share knowledge with each other for continued successful expansion. Blends are served that are made with only locally produced raw materials. So that costumers can have a taste of nature.

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JAMBA JUICE / VISUAL STANDARDS


JAMBA GYM Jamba Juice opens their own gym, the Jamba Gym, offering a range of workout classes during the day. One half of the space is for workouts and the other half is a juice bar.

This makes it the perfect spot to combine workout with lunch on a busy day. For the morning star, Jamba Gym offers a variety of workouts and breakfast, the best way to start a day.

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KIDS SELECTION The real future lies in the hands of our children. Our first priority should be the nurturing and education. We know that the increase in processed foods, supersweetened soda, and other beverages, and a colossal increase in portion sizes have contributed to the surge in obesity. Because of this, Jamba Juice launches a new kids selection that teaches the benefits that come with eating fruits, vegetables, whole grains and being physically active. At Jamba Juice, we strive to educate and inspire people to take action to prevent cancer and other diseases that come with a bad diet.

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EMERGING MARKET Lectures about where to buy locally produced products and

Jamba Juice support and sponsor communities that work with

what different blends and smoothies can be made out of it. These

physical activity. This to connect with a health-conscious and

events will be on weekends in a selection of Jamba Juice stores.

outdoor interested audience.

New stores open, connected to workout spots and inside of

Smoothie bowls is a section in the juice market that has grown

gyms. In this way, Jamba Juice connects closer with a health-

a lot lately. Smoothie bowls will be a big part of Jamba Juiceâ&#x20AC;&#x2122;s

conscious audience.

future and will offer a wide range of different bowls.

Jamba Juice will start making their cups in a biodegradable and

Jamba Juice will start to produce their own environmentally

environmentally friendly material.

friendly protein.

JAMBA JUICE / VISUAL STANDARDS


Jamba Juice will work closely with other food chains that

Along with their new local produced selection, Jamba Juice will

support our local farmers and have the same vision of an

launch a selection that focuses on pre and post workout shakes

environmentally friendly future.

with specific benefits.

A members cup will be launched that you can bring back

Jamba Juice will be available for events, blending fresh juices and

and get refilled with a 15% discount.

smoothies on location. This is an opportunity both for businesses and private customers.

Arranged trips to local farms that are in collaboration with Jamba Juice are held on weekends. Customers will have the

Jamba Juice will expand its range and offer salads made out of

opportunity to experience the process from farm to blend.

local ingredients.

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JAMBA JUICE / VISUAL STANDARDS


THE FUTURE Jamba Juice will continue to work closely with local farmers and develop a wide selection of local blends. As well as continuing to maintain its new visual identity and internal identity. Jamba Juice is pioneers in the smoothie business, striving for a greener tomorrow.

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