Booster - Reframing daily nourishment

01 / From a smoothie shop to a daily system

The starting point was a diagnostic of Booster Juice’s positioning and visual identity. In my analysis, the energetic, fruit-led expression communicated a familiar smoothie experience, but left room for a clearer relationship between premium positioning, practical nutrition, and everyday convenience.

The design question became broader than a new logo: how could the brand help people understand what they are choosing, why it fits their routine, and what sits behind the product? That question connected visual communication to menu organization, ingredient information, packaging, sourcing, and service.

The project developed through strategy, identity exploration, and a digital guideline system. The strategy presentation is dated March 25, 2026, for GDES 3008 Strategic Branding; the later identity and website translate that foundation into visible applications.

02 / Finding a more useful position

Desk research brought together the existing menu, nutrition information, rewards experience, public brand communications, and competitor touchpoints. The comparison extended beyond smoothie shops to Jugo Juice, Freshii, coffee chains, premade drinks, and at-home alternatives. Each offers a different combination of convenience, routine, and perceived nutritional value.

I used a comparison table and positioning maps to frame the opportunity. One map placed occasional treats against daily routines, and generic wellness against functional nutrition. The proposed direction was a brand that could explain its role in a day more clearly, rather than relying on broad wellness language.

This led to a practical organizing idea: help people choose by need. Breakfast, energy, recovery, and balance became possible entry points for menu and interface development. Saved routines, clearer add-ins, and visible ingredient information extended the idea beyond the first purchase.

03 / Four pillars, one principle

Transparency connects the four pillars of Booster Source. Each pillar identifies both a communication opportunity and a system that would need to support it.

Daily nourishment

Make repeat use easier through need-based menus, simple recommendations, and routine ordering. The design implication is a modular hierarchy that helps people compare choices quickly.

Supply & sourcing

Make ingredient origins and product journeys easier to understand. This creates a role for provenance graphics, plain-language explanations, and grower stories connected to the product.

Responsible operations

Connect the brand promise to packaging, disposal guidance, and operational progress. Material labels and useful instructions carry more meaning than decorative environmental cues.

Social & environmental stewardship

Make local contribution visible through specific partnerships and community communication. The strategy proposes clearer ways to explain where support goes and how people can participate.

These are proposed directions. Their value depends on operational follow-through; a visual identity alone cannot establish sourcing transparency or prove an environmental benefit.

04 / Giving the strategy a recognizable form

The sketch exploration tested several routes: compact B symbols, fruit references, swirling forms, and wordmarks with different degrees of weight and motion. Seeing these directions together made the tension visible: the identity needed enough energy to feel like Booster, with enough structure to work as a consistent system.

The resolved direction uses a heavy geometric wordmark with softened corners. The strawberry icon provides a compact companion, while the three emphasis blocks carry a shared expression of energy. Those elements recur across the wordmark, fruit graphics, and the Boo character used in proposed service moments.

A mark with rules for repetition

The guideline uses the wordmark’s T as a spacing unit for clear space and lockup relationships. A separate construction rule ties rounding to the tightest corner at the bottom of the S, keeping the softened geometry consistent. Minimum-size guidance directs smaller uses toward the strawberry or Boo symbol.

05 / Letting the product supply the colour

The palette is deliberately concentrated around purple. Booster Purple anchors recognition, Deep Purple supports darker surfaces, and lilac and neon provide controlled accents. White and quiet neutrals give the system space. The guideline distinguishes screen and print use, limiting large neon applications in print.

This restraint gives smoothie colour, ingredients, and human imagery a larger role. Instead of adding a different graphic colour for every message, the product brings variety while the identity holds the applications together.

Type and voice do different jobs

Montserrat carries display and body text; Titillium Web supplies structural labels and metadata. The verbal identity follows the same division of labour: headlines draw attention, then specific information helps someone decide.

The voice is clear, grounded, useful, and uplifting. A call to action such as “View ingredients” tells someone what a tap will do. Material copy gives a practical next step, such as emptying and rinsing packaging where local facilities accept it. The aim is language that helps people act, with claims supported by relevant information.

06 / Testing the identity across everyday touchpoints

Packaging makes the system tangible. The concept applications explore opaque and clear cups, wrappers, bags, and delivery materials. Purple surfaces establish a recognizable presence; transparent areas let the drink remain visible. The wordmark, strawberry, and repeating symbols carry recognition across different shapes and scales.

The strategy also proposes order labels, nutrition information, source links, and disposal instructions. These are opportunities to make the package useful after it has attracted attention. The rendered applications demonstrate visual direction; they do not establish final material specifications, validated labels, or a production-ready packaging system.

The same principle guides campaign composition: one dominant image, a clear headline, a supporting point, and a direct action. Human, product-in-hand scenes bring warmth, while the restrained graphic system keeps the message coherent.

07 / A guide people can use

The final deliverable brings the system into a live website organized around Brand, Strategy, Voice, Visuals, and Gallery. The structure lets someone move from the reason behind a decision to the assets and guidance needed to apply it.

The Visuals section turns several rules into working tools. Users can change the logo lockup, background, and logo colour; switch between two-tone and monochrome emphasis; and download the selected combination. Typography testers make the type system inspectable with editable text. The interface combines rounded modules, purple and lilac surfaces, and soft navigation with a clear content hierarchy.

The guide also identifies areas still in development, including extended icon sets and some application specifications. This makes the boundary of the delivered system visible and provides a practical starting point for future work.

Try the identity tools in the live guide ↗

08 / Connecting the promise to the system

The outcome is a connected proposal: a strategic framework, a recognizable identity, a family of concept applications, and a working digital guide. The most important relationship is between the promise of transparency and the details that would make it useful—menu hierarchy, ingredient explanations, material information, and consistent communication.

The next stage would test those details with customers and store teams, evaluate menu comprehension and ordering flows, and develop packaging with production and material partners. The strategy presentation proposes measures such as repeat use, sourcing-content engagement, and packaging progress; these remain evaluation criteria, not achieved results.

Process & attribution

This is an individual student proposal by Mitchell Pretak, not a commissioned Booster Juice rollout. Generative tools supported research organization, visual exploration, campaign imagery, and interface ideation; AI coding assistance supported the guideline website. The final direction and selection were authored and reviewed for the project. Original sketches, strategy diagrams, and published identity assets are shown alongside the explicitly labelled concept visualizations.

View the project’s full process, references, and tool attributions ↗