Juicebox

creative direction, transmedia design, multicultural branding development, typography, type design, print, screen, photography, cinematography

The Juicebox brand addresses club and bar culture in Berlin. The goal was to create a music venue for local millennials utilizing aspects of American culture that would resonate with a European audience in the Entertainment Industry. We looked to the Prohibition era of speakeasies as a source of inspiration. Utilizing moving venue locations and a scavenger hunt to each event we created an exclusive underground experience for Berliners with the intention of keeping out tourists. 

Collaborated with Jessica Cha, Jeremy Christiano, and Paola Meraz. 

Branding

concept development

Branding

identity

Anamorphic Logo

branding, typography, logo design

The anamorphic logo was used to keep Juicebox an underground brand. We used it as a way to mark locations on the journey to our destinations. The user would need to locate them in just the right place in order to see the anamorphic logo in one piece.  X marks the spot. The anamorphic logo would point them to a clue or to the next location on our scavenger hunts eventually leading to the underground venu.

Juicebox Brand Typeface

branding, typography, type design

The objective was to create a typeface that resembled a bar code. The Juicebox Typeface was meant to appear as a non-legible image and on second glance legible typography. Juicebox was meant to hide in plain sight, and with the use of this typeface among our anamorphic logo, this goal is achieved. 

Juicebox Typeface - Letterforms

Juicebox Typeface - Numbers, Symbols

Supporting Brand Typography

We wanted to use a more legible font in support of the Juicebox brand typeface that had roots in the prohibition era with a modern twist. Vitesse Sans has the DNA of a slab serif typeface similar to those used during the timeframe, but Vitesse is built on the foundation of a neo-grotesque font. Vitesse Sans was created on a rounded rectangular grid which is similar to the geometric approach utilized in the design of modern neo-grotesque fonts such as Akzidenz, Futura, or Helvetica.

Vitesse Sans Book

Sans Serif, Neo-grotesque

Vitesse Sans Medium

Sans Serif, Neo-grotesque

Vitesse Sans - 55 Book

aäbcdefghijklmnoöpqrsßtuüvwxyz

AÄBCDEFGHIJKLMNOÖPQRSTUÜVWXYZ

1234567890(,./!@#$%^&*\-_+=)

Vitesse Sans - 65 Medium

aäbcdefghijklmnoöpqrsßtuüvwxyz

AÄBCDEFGHIJKLMNOÖPQRSTUÜVWXYZ

1234567890(,./!@#$%^&*\-_+=)

Print Design

packaging

Juicebox Packaging

transmedia design, branding, typography, product design, packaging, print

We created Juicebox packaging for alcoholic beverages at our events depicting some of the greatest musical acts in history such as Etta James, Miles Davis, and Fela Kuti. Playing off the idea of homemade alcohol at a speakeasy we thought it would be appropriate to create a small line of mixed drinks using the juice box form factor. Using temperature sensitive inks we created a print design that is visible when the drink is chilled and invisible at room temperature. This helped add to the secrecy of Juicebox events. If someone takes the juice box with them from one of our shows the ink will slowly disappear as the temperature of the juice box increases.

Packaging Dielines

juice box / milk carton

Motion Design

video marketing

Übergang Video

transmedia design, branding, typography, motion design, live-action, marketing

The Übergang video was created as a marketing tool to introduce our brand and to illustrate the scavenger hunts required to find our Juicebox venues. We embedded QR codes in posters and street art throughout Berlin as a means for our audience to find the video. Übergang was inspired by an excerpt called “Some apology to Berlin” taken from the first issue of Übergang, a cultural and literary magazine. The excerpt from Übergang, meaning the crossing or transition, perfectly describes the pain points our brand was trying to fulfill in the entertainment industry to local Berliners. We created a video for both German and English speaking audiences. 

Übergang Deutsch

Übergang English

Juicebox

project research

What is Juicebox?

project research, entertainment industry, berlin, underground, night life, bars, clubs, music

This is a short video explaining what we were doing out in Berlin and the brand we created for Berlin millennials. The video dives into the research of identifying what Berliners craved in one of the best music scenes in the world, and the pain points we were trying to solve within the local entertainment industry. The Juicebox brand is the culmination of our research and was created to fill the void that Berliners craved in their music scene.

©2024 murphy_armitage