Brand Identity for Purée Juice Bar
Why rebrand a juice bar like a luxury hotel?
EightySeven refreshed Purée Juice Bar after longtime customers Dyala Madani and Kaveh Shirazi acquired the business in 2025. Strategy workshops clarified a hospitality-led approach to wellness, carried into a sunny identity, welcoming voice, packaging, stores, and digital touchpoints. The system supports expansion while retaining the experience valued by existing customers. The source credits Erika Park for brand identity and support and Birch Thomas for product photography.
Insights
- Strategy workshops positioned Purée as a hospitality-led wellness business, emphasizing a welcoming daily experience rather than discipline or restriction.
- The refresh followed a 2025 change of ownership and was designed to retain what existing customers valued while supporting expansion.
- The visual and verbal system extends across packaging, retail spaces, signage, merchandise, and digital ordering.
- The source credits Erika Park for brand identity and support and Birch Thomas for product photography.
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