Thursday, 22 March 2012

Evolution Fresh Juice Brand

Starbucks have moved into the juice bar market with the launch of an Evolution Fresh juice bar. They bought the Evolution Fresh juice brand in November 2011. The website evokes a bright, fresh and natural quality. The overall feel reminds me of the UK juice brand Innocent, but I think to have a credible position within this fresh juice market you must convey a certain amount of innocence. To look overly corporate would send out the wrong visual message. The Evolution Fresh website is quite roughly put together with rough repeat animations and background pictures that look like they have been scanned in. I'm not sure if the overall effect works. 
For me, the brand lacks a little strength.

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