Ginger Juice

brand identity

 

 

They were known for delicious juices, but as they grew they needed to become something more. 

 
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My role

I completed this project while I was working part-time at Dotted Line Collaborations, during my final year of Brandcenter. I worked as the account manager and lead strategist on this project. 

THE TEAM: Lauren Sweeney (founder & CEO of Dotted Line Collaborations) provided guidance on this project.


Where we started

The ask: 

Develop a brand identity for the local juice bar, create a social media content strategy, and ultimately drive traffic to its new store location. 


What we did

Opportunity:

After doing a complete competitive analysis, we realized that no one in Richmond had cracked the code on the lifestyle juice bar. 

Objective:

Make the Ginger Juice lifestyle as crave-able as the juices. 

Brand personality: beautifully nourished

Fresh, not predictable

Welcoming, not exclusive

Knowledgeable, not intense

Beautiful, not vain

Lively, not idle

Witty, not goofy

brand manifesto:

The beautifully nourished woman understands that beauty begins first from within. She’s a mother, a yogi, a boss, and a friend, but she cannot be all of those things if she’s not feeling like her best self. With her days planned to the hour, she refuses to be held back by morning sluggishness or the 3 pm crash. She’s not into decadent indulgence—if she’s taking time for herself she needs to feel good about it, not guilty. She’s proud of the life she’s created for herself, and of the woman she is and will still become. She knows that when she’s feeling her best, she’ll be looking her best, and she’ll be able to perform her best in all facets of her life.

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brand personality on social

photography standards

The client would be running social media on her own, so I wanted to give her some rules of thumb to help her make the most of her social channels. 

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Mood Board

Ginger Juice's social presence lacked a cohesive look and feel, so I created a mood board to demonstrate how all the images can work together to create one brand look and feel. 

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CONTENT FRAMEWORK

I developed a framework to illustrate how different content types can meet both potential and current customers at each stage of their customer journey. 

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Channel Breakdown

From there, I broke down how each channel (Facebook, Instagram, and email) fits into each of these three categories. Click each button to browse the different channel's role. 

 

summary

The ask: 

Develop a brand identity for the local juice bar, create a social media content strategy, and ultimately drive traffic to its new store location. 

Opportunity:

After doing a complete competitive analysis, we realized that no one in Richmond had cracked the code on the lifestyle juice bar. 

Objective:

Make the Ginger Juice lifestyle as crave-able as the juices. 

Brand manifesto:

The beautifully nourished woman understands that beauty begins first from within. She’s a mother, a yogi, a boss, and a friend, but she cannot be all of those things if she’s not feeling like her best self. With her days planned to the hour, she refuses to be held back by morning sluggishness or the 3 pm crash. She’s not into decadent indulgence—if she’s taking time for herself she needs to feel good about it, not guilty. She’s proud of the life she’s created for herself, and of the woman she is and will still become. She knows that when she’s feeling her best, she’ll be looking her best, and she’ll be able to perform her best in all facets of her life.

we created a plan to portray this brand personality on social. this plan included the following:

  • Brand tone
  • Visual standards
  • Mood board
  • Content plan following the consumer journey
  • Channel breakdown (email, Facebook, Instagram)
  • Key KPIs
  • Sample posts