Fresh At the Retreat

A client asked me to brand a "modern, sleek and earthy juice bar" he planned to establish in downtown Charleston, South Carolina. The retail juice bar is connected to a hotel called The Retreat and allows access through the lobby for additional walk-ins. My client did not have a name or a positioning statement for his business when we met. I researched competitive business types both locally and regionally then developed several brand names for his selection. He liked "Fresh"; it had a crisp and simple sound to it. I felt the connectivity to the hotel was an added bonus for both parties. The hotel could offer its guests an additional onsite amenity (since it also had its name in it) while offering additional brand visibility for my client at no additional cost. Thus "Fresh at The Retreat" was born.

Bettering you.
Bettering the environment.

A great juice bar with a greater purpose.

After presenting the research and brand brief to the client
I created 119 logos in total to successfully represent Fresh At The Retreat
I experimented in different types of logos and explored new solutions to my ideas
I started by creating 60 solutions

Word Marks

The first 2 sets of word marks explore the simplicity of the name Fresh At The Retreat.
10 in total.

Letter Marks

The next 2 sets of logos utilizes the "F" from Fresh to create a unique letter mark.
10 in total.

Pictorial

The following sets of pictorial marks utilize the elements from fruit and juice.
10 in total.

Abstract

The following abstract marks take a modern and more unique twist on what fruit and peels can look like.
10 in total.

Dynamic

Dynamic logos are diverse in the fact they can be used with or without the companies name.
10 in total.

Emblem

These emblem logos are very modern and very simple in their design.
Designed with the intent to be patches or intricate stencils.
10 in total.

From these 60 logo variations I picked the top 5
I then further explored these five sets 10 more times
Coming to a total of a 110 logos

I met with my client to propose these solutions
I reintroduced our brand brief and provided some mock up ideas for how the logos might look
In addition I provided the black and white versions of the logo

My client wanted to see some slight variations of each logo so I created nine new logos.
119 total logos

A logo had been chosen

A logo family was made so it could be used on vertical and horizontal layouts
A stand alone icon was also included for merchandise

This logo offers a modern and sleek take on "peeled / sliced" fruit
As well as, makes use of a very simple and modern font

Environmentally friendly

no waste • safe • easy

Fresh is all about the modern, sleek and unique. The team cares about the little details bigger companies over look. A transparent and environmentally friendly cup was created so guests could see and appreciate the details that Fresh takes pride in.

unique • quality • dynamic

The menu is very unique & stylish to the brand. It can be hung up or placed on a countertop
Not only is its housing versatile but the menu can be changed, printed and replaced very easily.

Stay up to date
mobile app

Below is the loading screen which makes use of the versatile logo.

modern • educational • interactive

community • organize • no strings

Fresh At The Retreat is all about connections between team members and the guests

Fresh not only aims to aid guests in bettering themselves, but in the end Fresh hopes that guests can help better the community and environment

With the mobile app Fresh wants to help guests keep track of themselves.
Best of all, no money is necessary it's completely free.

If guests choose to keep track and earn rewards they will also aid in providing clean water to those in need.
Another way Fresh is helping not only the guests but the environment and greater community

You may also like