Students were randomly assigned a location and a type of consumable good to create a brand and attract foot traffic to the business. I was given the topic of cold-pressed juice with the location of Asheville, North Carolina. The task was to find an existing brick and mortar location in Asheville and create a brand for a cold-pressed juicery.
I began researching possible locations, finding connections within districts of Asheville, its attractions, and the history of the city. I found that there are seven colleges in the area, five of which are private colleges, 1 public university, and 1 community college that offers two year degrees The River Arts District, located downtown, is a creative neighborhood containing indie art galleries and artisan studios where local artists partake in glassblowing, and ceramics. Asheville is also home to the historic Biltmore House, the French Broad River, shopping centers, and restaurants.
AUDIENCE
I asked myself: Who drinks cold-pressed juice? What demographic is most likely to purchase cold-pressed juice and why? I researched the age group of people that are known to purchase cold-pressed juice. I found that most consumers are between the ages of 18 - 30 and they are both male and female. The local arts district of Asheville brings about a unique community of people with differing interests. The local The audience that I strived to reach were those between the ages of 18-25, male and female, who are health and gym enthusiasts, art lovers, and university students.
After discovering my target audience, I named the cold-pressed juice business Local Squeeze Juice Co. This name came about through the idea of the hydraulic press that is used to make cold-pressed juice. The hydraulic press used thousands of pounds of pressure to squeeze the juice from the vegetables without using heat. The absence of heat helps the juice retain an abundance of nutrients.
MARKETING STRATEGY
I wanted to make this juice bar stand out from its competitors while also creating a one-of-a-kind local business that was made specifically for Asheville. After learning that there was a heavy reliance on farming and horticulture in Asheville. I found 10 apple orchards, vineyards, and horticulture farms in the area within a 10 - 15 mile radius that could partner with Local Squeeze Juice Co. A partnership with local farms could allow Local Squeeze Juice Co. to have access to local fresh fruits and vegetables. This would benefit the target audience by providing them with local fresh ingredients and bring more business and awareness to the local farms in the area.
BRAND DESIGN
The interior design for Local Squeeze Juice Co. was based on modern farmhouses. The use of white countertops, black fixtures, and inside-outside seating with a garage door window to bring the outside indoors.
The colors white and black were used most predominantly throughout the brand along with green used as a secondary color. The use of green was chosen based on the presence of various vegetables, greens, and fruits used in each unique juice blend.
The logo design contains the name, city location, and ‘cold-pressed juice’ in Playfair Display Regular with Raleway Medium as the secondary typeface. A tertiary typeface used for the food and drink menu, exclusively, is Mrs Eaves Roman All Petite Caps.
TOUCHPOINTS
A few items that the consumers will see, interact with, purchase, and touch are polo shirt uniforms worn by employees, aprons, stickers, business cards, juice bottles, and tote bags.
