JuiCafe wanted to expand their horizons and needed a complete business rebrand to help lose their association with just juices and shakes, moving towards the bigger foodie market.
From opening their first shop in 2006 in Lancaster, JuiCafe now has three independent outlets in Preston and Lancashire. However JuiCafe wanted to expand their offering and lose their ‘cafe’ and eat-in status, branching out to offer customers more than just juices or smoothies.
Eat Marketing worked with the team to deliver a creative rebrand, including updating the business name, to create a new identity that was more inline with market demands from a northern high street.
We worked with JuiCafe to establish their new brand identity of ‘Alex’. It was important the new brand should be efficient, modern, fresh and fun but veer away from being too ‘quirky’.
The versatile one word name Alex had a punchy feel that helps emphasise the speed of service and connect with the ‘on-the-go’ customer the business wanted to target. It was also the name of the owner’s daughter, which added a more personal association to the name.
We also defined Alex’s honest tone of voice and new strapline ‘Eat. Drink. Enjoy.’ to clearly position what the brand offered customers
As part of the new branding for Alex, we created a logo design that was confident, bold and simple in approach, giving it the flexibility to be used for future ventures. The new branding is modern, clean and welcoming, representing the experience customers can expect to enjoy when visiting Alex. To ensure brand consistency moving forward, Eat Marketing also supplied the Alex team with a new set of detailed brand guidelines.
The Alex team now have a new confident brand that helps position their business as more of a foodie experience, instead of just focused on juices.