The Brief
This project was a rebranding challenge to design a new logo for a well-known Australian brand. Boost juice was an immediate choice because of its bright colours, funky logotype, and energetic vibe. The aim in rebranding Boost Juice was to give it a refresh that sparks interest with emerging generations but still holds the nostalgia for existing customers. Research went into understanding why the brand is loved so much in the first place, and to reflect their values in a new logo. This task was particularly difficult as the 'Boost' logo is both iconic and timeless.
Solution
When rebranding a logo, it's important to consider which elements stay the same, and which elements change. To ensure recognizability, the brand colours were kept the same while the text and shape were changed to feel new. The inspiration for the letter positioning came from looking at the top of a smoothie cup with ice floating on top. The original idea for the logo included a rim around the letters with small bubble shapes inside. While it worked well when enlarged, the bubble elements disappeared once sized down. I also experimented with different colour variations that could be used to indicate flavours. However, the classic brand palette works best as it is the most recognizable elment of Boost Juice.
