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RESSED JU IC ER

S IE

KC

P SH E FR

JUICED for public typography

CREATED AND WRITTEN BY

Megan Reilly


TABLE OF

CONTENTS 01

JUICE FOR THE JOURNEY juice stop

02

DRINK IN COLOR ruby jean’s juicery

03

CLEAN EATS t. loft

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TYPOGRAPHY IS A POWERFUL TOOL AND A MEANS OF EXPRESSION.


IT IS WHAT LANGUAGE LOOKS LIKE.


introduction

INTRODUCTION We’ve always been told to eat our fruits and vegetables. Now America is doing just that with the help of the new juicing trend. Across the country, juice bars are becoming the new hot spot for a trendy way to eat your fruits and veggies. The drinks are not only visually appealing and Instagram-worthy, but they are extremely nutritious. Health-conscious consumers and affluent millennials are fueling the juicing trend, sipping a rainbow of produce as a way to lose weight, boost immunity, cleanse their systems or simply incorporate more fruits and vegetables into their diet.

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Juice bars entered the mainstream scene during the 1990s. Shortly afterward, independent juice bars began to give way to larger corporate juice bars. While the phenomenon began in the U.S., mainly being popular in California, it quickly spread to Canada, Australia and the United Kingdom, making it a worldwide trend.

JUICE BAR: an establishment that primarily serves juice beverages such as freshly squeezed or extracted fruit and vegetable juices, blends, fruit smoothies, or other juices such as fresh wheatgrass juice. Sometimes other solid ingredients or nutritional supplements may be added as boosters, such as fresh bananas, eggs, nuts or nut butter, protein powder or bodybuilding supplements.

Looking at not only juice bars, but also the restaurant business in general, branding is a very important element in telling customers what a restaurant or shop is all about. It sets them apart from its competitors and creates a corporate personality. When done well, a brand gives visual and emotional cues to potential cus-


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tomers. A strong brand identity extends across all parts of the business, from the interior and exterior design to the marketing materials. It’s more than a logo; it is the overall experience and atmosphere of your establishment. It starts with a core idea or concept, usually drawing from personal experiences or something the owner values. Then this core idea becomes the public brand promise, which is communicated to customers through marketing and advertising. The visual aspects of a brand support the brand promise through the logo, colors, fonts and image styles. Everything must


introduction

Type choice is essential when creating a brand identity.

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have purpose. A brand can boost name recognition and creates an expectation for the dining experience to attract people who are looking for something specific. Plus, if the product and service are good, the brand will help customers remember and hopefully recommend the business to others.

The Kansas City area has progressed towards being a very healthy community featuring many organic farmto-table restaurants, vegan options and of course juice and smoothie shops that offer clean eating alternatives. The city, as well as Lawrence, features many local restaurants and shops that convey concepts unique to their location, special to the person who created it and connected to the history that surrounds it. Exploring the history, concept and personality of three juice bars in the Kansas City and Lawrence, KS area, the differences in branding are clear. Each store has it’s own special branding identity and features, each conveying a new mood and visual aesthetic as they range from lowend to high-end juice shops.


introduction PUBLIC TYPE HAS A PERSONALITY AND HOLDS MEANING. THE VARYING TYPESTYLES CARRY THEIR OWN HISTORY, WHICH OUTLINES THE PURPOSE OF WHAT IS WRITTEN.

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01. JUICE FOR THE JOURNEY JUICE STOP A FAMILY-OWNED FRUIT & VEGETABLE JUICE SHOP THAT HAS A HANDMADE, WELCOMING ENVIRONMENT


juice stop

Along Massachusetts Street, there is a small white building with a white and green striped awning and a sign announcing Smoothies and Pretzels. On the door it reads Juice Stop. As you enter you notice the colorful walls, lime green, yellow, red, orange, a whole rainbow of colors contrasting with brick accent walls. Signs cover the walls and chalkboards hang from

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Fresh-squeezed juices and smoothies in the heart of downtown Lawrence.


juice stop the ceiling on the surrounding walls, featuring all their juices, smoothies and other options in brightly colored handwritten chalk. Near the counter, there are laminated posters acting as labels and also featuring specialty drinks written in black sharpie and all different kinds of handwritten type.

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The Juice Stop owners, Margo and Ron Stewart, started out in the dry-cleaning business and also owned a nursing home. Then they decided to expand their interests to include three Juice Stop restaurants in both Topeka and Lawrence. Two of the couple’s children, Steven Stewart and Joe Stewart, work in the stores, making it very welcoming and family-friendly environment. Margo Stewart referred to the Juice Stop as a “sleeping giant” in the beginning because the popularity of juice bars was just emerging in the KC area. She stated, “I think people are just kind of waking up to the fact that it’s there,” she said. “The majority of the juice bars are in California.” The challenge of owning a juice bar in the Midwest is luring customers in the first time. Margo Stewart has a background in marketing, as well as human resources, so she planned extensive advertising campaigns and initially will target health clubs and health-conscious people. Ron Stewart is a certified public accountant, so his expertise fit well into the varied businesses the family runs.

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juice stop

A BRIEF HISTORY MARGO AND RON STEWART


TYPOGRAPHY

Around the whole store it features handmade typography of varying colors, styles, sizes and materials. This handmade look provides a crafty, homemade environment. The handmade signs and handwritten menus fill the entire shop with color and makes an inviting and welcoming atmosphere which is easily relatable to the customers. It truly grasps the feeling of family and promotes healthy choices in the process.

PERSONAL BRAND

Through the design choices and the intended purpose, Juice Stop conveys their personal brand. It is a family-owned business located in the heart of downtown Lawrence dedicated to selling healthy snack food, fruit smoothies that customers can add herbs and vitamin mixes to, wheat grass, pretzels, and, in the winter, soup.


juice stop JUICE STOP HAS ALL DIFFERENT KINDS OF TYPE. ALL THEIR SIGNS FEATURE DIFFERING HANDWRITING, COLOR COMBINATIONS, SIZES AND STYLES MAKING A TRULY UNIQUE PLACE.

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Chalkboards serve as the menus in Juice Stop. It features uppercase handwritten type with the ingredients in white and some pops of color for the name of the drink.All the names are themed around sports creating an “all star line-up�.

Simple, healthy, tasty, what more do you want?

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juice stop Their motto is Juice for the Journey. Juice Stop strives to do it differently, easy and healthy using real fruit and other healthy ingredients, and make every drink from scratch. They make it easier to make fresh vegetable and fruit juices a part of your daily life while encompassing you in a welcoming, fun environment that makes it easy to come back.

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02. DRINK IN COLOR RUBY JEANS JUICERY CREATES TRULY HEALTHY BEVERAGES AND SNACKS IN AN INSPIRING AND ALLINCLUSIVE ENVIRONMENT

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ruby jean’s juicery

In Westport, down Broadway Street, there’s a little white and orange cottage-like building that breaks up the strip. The building sets on green-colored patio with colorful umbrella-covered outdoor seating and corn hole ready to play. Inside Ruby Jean’s is an airy, colorful café that serves as a casual hangout. It has indoor coaches and other various seating. Plants sit in the window and various knick-knacks hang from the walls featuring different inspiring messages, such as “drink in color”, “smile”, “love grows here“ and “Life always offers you

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Walking in is like entering the tropics: their space is filled with lush ferns, giant palms, & paintings of blooming flowers.

The vaulted ceilings are punched with skylights, creating a brightly-lit interior painted with clouds. Directly painted on the wall is their motto “drink in color�, which is a mixture of a sans serif font and a script font. The brightly colored menu hangs from the ceiling featuring clean, easy to read type that is clearly organized in categories.

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RUBY JEAN’S IS A PLACE OF RELAXATION WITH IT’S FRESH, HIP, ONE OF A KIND ENVIRONMENT USING A COMBINATION OF SANS SERIF AND SCRIPT TYPEFACES TO ENHANCE IT’S BRAND.


ruby jean’s juicery a second chance, it’s called tomorrow”. The ceiling is painted to look like the sky with clouds and a bright sun. Directly on a wall and an inside door, people handwrote why they chose to be healthy and it is open to any customer to contribute their personal insight and handwriting to the establishment.

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A graphical portrait of Ruby Jean is painted on the wall and is featured as a logo on several other elements of the store, such as stickers.


As a child, Chris Goode spent days playing in his grandma’s front room even though everyone knew you’re not supposed to set foot in that room. But being the youngest of four kids, “the bright orange pillows on the couch in front of the china cabinet were fancy, bold and enticing” Goode described. He, his brother and two sisters would toss them back and forth, running around the house at 39th and Wabash. “I’m going to whip them pillows,” his grandma, Ruby Jean, would warn them. Chris, 31, says he can still smell her corn bread and fried pork chops. She cooked everything in a cast iron skillet that she always kept on the back right burner. Back then, they were on a steady diet of Southern soul food. The healthiest thing he remembers eating is turkey spaghetti. This is before people openly acknowledged the food deserts in the city, the lack of access to affordable fruits and veggies. This is before there was a national movement to eat healthier. “We ate whatever was made in big batches,” Chris remembers. It was common for a breakfast at his grandma’s to include fried potatoes, cheese eggs, sausage and rice with butter and sugar. Now, he’s all about a healthy lifestyle. He hosts pop-up 5Ks and fitness challenges. And two months ago, the former insurance adjuster opened Ruby Jean’s Juicery in Westport. Specializing in juices, smoothies and healthy snacks, the shop at 4001 Broadway sits on top of another business — the Port — a gym. He chose the space because it complements his goal: creating a health movement.

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ruby jean’s juicery

A BRIEF HISTORY RUBY JEAN


ruby jean’s juicery TYPOGRAPHY

Endicte, nendum imis? Renihil tam in destra? Hus, me nosta omni cont. Enimmoente aur, firit. Omni perteri ptientem is? Omnihicaed con senat vidienam iam med residet, sendam silicae eti periptions cupimus, ingulici sa nonsultoreo teri stiensusque morSenatum pris caveri ia nimuntem tus, notis, fautuusRorum sigit peri pultuit es consussis vis et; nostruro inatife cessul hore condum me perbis sedeps, Cate forid de in nones! An nisulicaet; nos hor locaper issente tem inteat,

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PERSONAL BRAND

Ruby Jean’s Juicery was created with a passion for health and longevity of life in mind. Ruby Jean was a lady who connected her family and community members with a great sense of love and genuineness. Her legacy lives through providing that same level of care to the wide array of healthy options Ruby Jean’s Juicery offersand also by providing a relaxing environment. There is life in fruits and vegetables and that same life and passion are cornerstones of the Ruby Jean’s brand.

Ruby Jeans Juicery strives to create truly healthy beverages and snacks in an environment, which is welcoming and all-inclusive, to make healthy options available to all. It was voted KC’s #1 Healthy Establishment. Making it even healthier, the shop is connected to a local gym, The Port KC. The gym features personal training, small group training and sports performance training. It is located underneath the juice shop and can be accessed from the inside of Ruby Jean’s. Together, the gym and Ruby Jean’s create a healthy community atmosphere in the middle of westport.


ruby jean’s juicery

Why do you choose to be healthy?

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A door where customer’s can write “why they choose to be healthy?”


“THE LOSS OF MY GRANDMOTHER TO DIABETES AND HIGH BLOOD PRESSURE AT AN UNTIMELY AGE OF 61 ALWAYS STUCK WITH ME. ONCE I GAINED KNOWLEDGE ABOUT THE HEALING EFFECT OF RAW FRUITS AND VEGETABLES, IT MADE ME WANT TO HONOR MY GRANDMOTHER’S LEGACY THROUGH, ALBEIT, A CONTRADICTORY MEDIUM AS SHE NEVER HAD A DESIRE TO EAT OR DRINK HEALTHY” –CHRIS GOODE, owner

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03. CLEAN EATS T.LOFT A HIGH-END, SOPHISICATED HEALTH CAFE SERVING FOOD AND DRINKS FOR A CLEAN EATING DIET

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t. loft

On the higher end, t.Loft is a Health café located on 6th street in Lawrence in a nice suburban area. On the higher end, t.Loft is a Health café located on 6th street in Lawrence in a nice suburban area. This juicer features a more sophisticated, rustic and simplistic vibe. As you walk in, it immediately feels clean and very trendy with it’s neutral color palette. It has comfortable seating for studying and hanging out, featuring their signature porch swings, which they actually sell through their store.

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t. loft TYPOGRAPHY

The restaurant focused on simplicity and elegance, which is typography treatment highly reflects. The menus are all white, grey and black and simply laid out with a contrasting handwritten script font and a clean san serif font. A huge sign reading “t.Loft� is hung on an accent wall in a large serif font matched the rest of the signage throughout the shop. Everything is simple and to the point in a classy, trendy way.

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PERSONAL BRAND

T.Loft is a growing community of health cafes offering fresh, all natural food and beverages. The cafe caters to the health conscious with fresh pressed juices, nutritious gourmet meals and cleansing programs as well as a 100 percent gluten free menu. T.Loft actively shares the positive impact of nutrition, and is focused on fueling sustainable lifestyles. They focus on fresh ingredients with gluten free eats and drinks designed to nourish and power your body.


t. loft

Modern, industrial decor with clean type and clean eats.

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T.Loft is a Lawrence-located health café and juice shop. Jill and Brandon Minton founded t.Loft in 2013, after she and other family members were diagnosed with Celiac disease. Jill discovered the healing nature of tea and the power of natural fruits and vegetables. She created meals and recipes for her family that transformed their lifestyle. These two college sweethearts then became the smash hit of the local farmers market, with a signature juice infused tea. A loyal following has grown, and their commitment to convenient, clean, great tasting food remains. People always ask “Where does the t. come from?” So many stories make up t.Loft. Before being diagnosed with Celiac Disease, tea was always Jill’s go-to. She loved tea in high school and lived on it during my pregnancies (caffeine free, of course). It was the only thing that calmed her digestive system. Tea has been around for centuries and was first used for medicinal purposes. It’s loaded with antioxidants, so it seemed like a great place to start their journey to wellness. So, their dream started out by selling tea, and we called it “t.”. As their dream evolved they knew they needed a place. They wanted a place to hang out at, a place that felt like home, a place that felt like your best friend’s house…to them, a “Loft” was that place. They married their two favs t. + Loft! And so their journey began.

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t. loft

A BRIEF HISTORY JILL AND BRANDON MINTON


A place that isn’t just about food, it’s about giving people a place to come together to enjoy this crazy ride called life!

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T. LOFT OFFERS A SPACE THAT MAKES PEOPLE FEEL GOOD IN A FUN AND CONVENIENT WAY. IT HELPS PEOPLE TO REALIZE THAT HEALTHY IS A WAY OF LIFE AND CAN BE DELICIOUS.


t. loft With having healthy and clean eating habits as the main goal of the shop there is not doubt that their type treatments and design elements wouldn’t reflect that. The store is simple just like the ingredients they offer on the menu. They truly grasp the concept of making a personal place to share among people with similar goals.

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“AS A FORMER IT CONSULTANT WITH DEGREES IN ACCOUNTING AND TECHNOLOGY, HOW THE HECK DID I END UP IN THE WORLD OF FOOD?! WELL I WAS DIAGNOSED WITH CELIAC DISEASE AND WAS ON A MISSION TO REPAIR AND HEAL YEARS OF DAMAGE CAUSED BY THIS DISEASE. THE HEALING PROCESS INCLUDED TONS OF JUICE, TEA, AND SOME GOOD, CLEAN FOOD. THIS JOURNEY LIT A FIRE IN MY HEART TO CREATE A PLACE THAT WE CAN SHARE WITH OTHERS AND MAKE THEM FEEL AMAZING!”

-JILL MINTON, owner

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conclusion

CONCLUSION Juices bars offer a new way to live a healthy lifestyle that’s both beneficial and trendy. They exemplify the power of branding in our society today and offer a variety of ways to use design to create and convey a personal message to customers. These three juice bars are just three examples of restaurants and food branding, but there are so many worldwide that are worth checking out.

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CREATE YOUR OWN GREEN JUICE BASE VEGGIES

boy choy, cabbage celery, cucumber, romaine lettuce choose two or three base veggies

+ LEAFY GREENS

broccoli stems, collards, dandelion, kale, red chard, spinach choose one to three handfuls of dark leafy greens

+ SWEETENERS

beets, carrots, grapefruits, green apple, green pear choose one sweetener

+ ALKALIZERS

lemons, limes choose one alkalizer

+


WASH PRODUCE WELL AND REMOVE RINDS FROM NON-ORGANIC PRODUCE. ALSO, CUT ALL PRODUCE BEFOREHAND.

DETOXIFIERS

basil, cilantro, mint, parsley, and more choose one or two detoxifying herbs

+ SUPERFOODS

apple cider vinegar, cayenne, garlic, ginger, sprouts, tueric, wheatgrass, spirulina, chlorella, maca, chia seeds and more upgrade with one or more superfoods

THE 80/20 VEGGIE RULE

80% of your juice should come from vegetables and the other 20% should be fruits. Too many fruits is high in sugar content, but it’s virtually impossible to overjuice on vegetables.

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CREDITS FONTS Gotham, Garmond and Courier SPECIAL THANKS TO T. Loft, Ruby Jean’s Juicery and Juice Stop for allowing me to take pictures and use their store as an example in this book. CAMERA Canon Rebel T5i DESIGNER AS AUTHOR Patrick Dooley Fall 2016 The University of Kansas

SOURCES Chilson, Morgan. “Store Owners Hope to Stir City’s Thirst.” The Topeka Capital-Journal. Web. Ginsberg, Monica. “Drink Your Vegetables.” Food Fanatics. Web.

Osterheldt, Jeneé. “Ruby Jean’s Juicery Serves up Drinks to Your Health; It’s a Mission.” The Kansas City Star. Web. Rubyjeansjuicery.com Theportkc.com

Juicestopcafe.com Tloft.net MacVean, Mary. “Juicing Trend Still Going Strong in 2015.” Los Angeles Times. Los Angeles Times. Web.


THANK YOU


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Juiced