Animo Juice

Juice / Food Bar

Background

When Joe and Anthony (the owners of Animo Juice) opened their doors in 2006, they recognized the immediate promise in their concept. The two brothers saw not only the demand for their product but also the potential for what their brand could become. Seeing early on the need to spread the word about Animo (and its ideas), the owners brought on [whitepenny] to help develop a brand strategy in moving the company forward.

Approach

[whitepenny] began by developing a theme that could run throughout the company’s identity: juicy, tasty, happy, healthy. These four words perfectly describe what it feels like to enjoy one of Animo's products, and these descriptors acknowledge that great food isn't just about its tasting good (though, trust us, it does), but it also makes us feel something, and in Animo's case, it makes us feel healthy and happy. By beginning with a versatile collateral piece (both menu and brochure) that allowed the company to promote these different sides of the business based on how the piece was displayed, the brand personality was then executed through a range of other deliverables, from advertisement to t-shirts - each that delivered the unique personality of Animo Juice (and its owners). And, for the record, try the burritos. Best in the area, hands down.