SMC X Classic Juice Co.
Overview
Classic Juice Co. is a health food lifestyle brand that distributes products through a physical storefront, catering and third-party distribution channels. Their products are innovative, nutrition-based tools to create sustainable health. They believe that taking care of one’s health is an act of self-love and healing. The client project was led by director Jack Morse and supported by consultants Austin Gust, Joshua Cheung, Jennifer Dong, Jordan Kim, and Ariane Guyonnet.
The Problem
Classic Juice Co. had experienced rapid growth in 2020 through word-of-mouth, but its branding and primary channels (website, social, storefront) were not developed enough to take advantage of the new attention. Due to the overwhelming nature of this attention, Classic Juice Co. struggled to present a clear and consistent brand image. They were attempting to speak to every customer, and in the process, lost sight of their purpose and vision. This lack of clarity carried through into all marketing efforts. Secondly, they discovered many shortcomings with the logo. Notably, the mark did not scale well and, as a result, did not work well with signage and packaging. The previous logo was simply not fitting their new business needs and required updating for the future.
The Solution
Smith Marketing Consulting was tasked with sharpening the brand image and reworking the Classic Juice Co. logo. First, we created a document to simplify all branding/marketing efforts. This brand guide would consolidate all relevant brand information like values, mission, colours, typography, and logos. It acts as an essential document for the Classic Juice Co. team to refer to when creating any public-facing communications to ensure a consistent and strong brand. Secondly, we determined the current logo was very strong but that certain elements needed to be changed to successfully address the existing issues. Brand typography and colour palettes were finalized, which complimented the logo reworking. Ultimately, we changed the dimensions of the logo to create a greater impact and address the scalability issues. To wrap up the project, we delivered and presented our brand guide and revised logo to the founders of Classic Juice Co. They were impressed by our work and have already begun implementing our recommendations into their current brand and marketing.
Highlights
The main highlight of this project was Classic Juice Co.’s willingness to entertain our recommendations and work alongside our team to develop the most relevant solutions for their growing business. The founder, Tamara, was open to reworking their logo, and it was the first time Smith Marketing Consulting was able to make improvements to their brands’ most important asset.
Key Takeaway
Communication and flexibility are extremely important when working alongside any client. Plans can change in an instant and the team has to quickly adapt and address the new concerns in stride. Communication between the client and consultants is also essential. Not only does it give consultants visibility but also provides a first-hand understanding of the client’s needs. Going forward I want to ensure both of these takeaways are present in all of my projects to give the client and my consultants the most valuable experience when working together.