This progressive juicery concept partnered with BrandBarr to create an identity that embodied their philosophy “food as medicine.” Our team considered ‘customization’ and ‘integrity’ as brand attributes to drive the aesthetic of the main mark. Our goal was to set Naked Fuel apart from competitors by developing a system that represents its core values.
A simple design to highlight the products came to life. The system provides organic flowing forms and a clean, legible body typeface (bell gothic was historically used in phone books). The value proposition is “customer education” which is the dual meaning of “fuel”. The decorative hand-drawn typeface speaks to the “naked” hand-made quality of all the drinks and food. A black and white base with pops of bright colors derived from the colorful juices and smoothies.