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WorkGraphic Design

Hugmun's identity for Juice Drinkers is a blend of minimalism and playfulness

Design studio Hugmun has created this super fresh identity for a juice bar in Poznań, Poland.

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Person holding Juice Drinkers bottles with red and golden yellow juices, wearing an orange top and displaying a feather tattoo on their arm

Juice Drinkers describes itself as "a place created by youthful and open-minded people". For ten years, it has been serving freshly squeezed juices at its popular spot. Hugmun was approached to refresh its brand. "Our focus was minimalism and simplicity with a playful twist," says Joanna Ziemowska of the studio.

One crucial element to consider was its new approach to materials. To protect the environment, Juice Drinkers has introduced returnable glass bottles and recyclable paper packaging. Joanna adds: "We designed a packaging system, created a series of photos and introduced elements of the identity into their new venue. The summary of the entire identification is shown in the series of energetic photos reflecting the free, urban character of the brand."

The classic Poppins font, which appears in all communication materials, works together with a series of small, original, hand-drawn illustrations. "The clean, structured, black and white packaging system is the perfect setting for the joyful colourful juices," Joanna says.

Two pages of Juice Drinkers branding by Hugmun showing the logotype with minimalist fruit illustrations and Polish text on packaging design
Person holding fresh yellow lemons in a black fabric sling against their torso, wearing blue denim jeans
Juice Drinkers packaging design featuring yellow and lime green watercolour shapes, bold serif typography, hand-drawn illustration of two figures, and Polish text about cold-pressed juice
Person with short dark hair and facial tattoos wearing a purple camisole, drinking from a bottle of yellow-green juice with a minimalist white label design
Juice Drinkers' "Detox pleasure" menu page displaying six juice recipes with hand-drawn illustrations and descriptions in black and white layout
Overhead view of Juice Drinkers' colourful returnable glass bottles filled with various freshly squeezed juices in shades of yellow, orange, red and green
Hand pouring deep red juice from a glass jug into a returnable glass bottle labelled with Juice Drinkers' minimalist branding
Five glass bottles of yellow ginger and turmeric shot drink labelled "Shot imbirowy" with white caps and minimalist black and white packaging design by Juice Drinkers
Person holding a red juice bottle with white minimalist packaging and a burgundy bottle visible in their back pocket, wearing blue jeans and white shirt
Close-up of layered white packaging and papers for Juice Drinkers displaying the brand's serif logo and Polish text on a minimalist design
Person holding white recycled paper packaging boxes for Juice Drinkers with black typography, surrounded by branded materials on pavement
Cardboard box containing three white-capped glass bottles of juice and a white leaflet reading "Juice Drinkers" with small hand-drawn illustrations
Fresh kale overflowing from a white cardboard box branded with Juice Drinkers logo and grey outer packaging
Juice Drinkers branded bottles with white labels containing various coloured juices displayed on a refrigerator shelf alongside fresh produce
Person holding multiple coloured juice bottles with white labels for Juice Drinkers, smiling at the camera
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