Considering the duality of The Joose brand, first thing I wanted to do design wise was to get a color scheme down. The tri-color setup is calm and inviting for a casual consumer, while also bright, lively and energy inducing to promote action.
The styling of the logo; three layers of color, creates a silhouette of a cup, representative of a blend of ingredients it takes to create a Joose beverage. A slice of citrus, with a small pair of bubbles are added for a bit of flavor and balance. Logo variants omit the blend cup, and the citrus motif.
Note: This is a self-initiated project. The following brand, brief, problem and solution are all hypothetical and created by me.
