Juicy Lads required a complete visual overhaul that could compete in an incredibly dense retail space. The brief was to move away from the "organic/earthy" tropes that dominate the beverage market and instead embrace a more aggressive, digital-first aesthetic. I developed a custom typeface that utilizes extreme kerning to ensure readability from a distance, even when the product is partially obscured on a crowded supermarket shelf.

Beyond the type, the project required the creation of a color-mapping system that links specific flavor profiles to distinct visual patterns rather than just generic photography. This involved working closely with print manufacturers to ensure that the spot colors remained vibrant and consistent across both matte and gloss film substrates. The final deliverables include a comprehensive brand guidelines document and a set of templates that allow the brand to expand its product line without losing its chaotic, high-energy visual foundation