About the project
This was the second major project I worked on for Whole Foods. I had previously worked on designing a similar space within the same store, the Butcher's Brother. This project had a very similar scope, brief, and budget. I approached this project with a familiar and proven process with the overarching goal of creating something similar yet unique.
A shift in strategy
In the initial brief the space was to be designed and branded as a coffee and juice bar, and that is what I originally started basing my initial concept around. After walking the store and seeing that they were already providing customers with coffee and espresso service at another location within the store I made the suggestion to eliminate the coffee portion of this new space and focus purely on freshly made juice drinks. I was able to help convince the stakeholders that a single offering approach was more cost-efficient and would result in a more impactful identity and environmental design.
The Juicery Concept
Similiar to my work on the Butcher's Brother, I was responsible for concepting and overseeing the identity and environmental design of the space. This involved a compresensive approach working with the project's team on naming, logo and signage, material and fixture selection.
I was responsible for concepting and overseeing the identity and environmental design of the space.