Welcome to Branded, a new column where I share new brands I’ve personally discovered with you. First up is Greene St. Juice Co.! I was walking through Melbourne while on a lunch break last month and came across this epic shop. I know that juice places are a dime a dozen these days but this one immediately stood out because it was sleek, modern and full of brilliantly simple branding. I was so obsessed that I brought one of their empty juice bottles home to use as a vase on my desk!
Each flavor of juice has its own logo variation. Because the typeface is always the same, it still feels cohesive.
Greene St. Juice Co. was founded by Natalie and Steve in 2012 and after a stint in New York, they’ve returned to Melbourne. All of their juices are cold pressed and raw, meaning that it never encounters heat — this keeps the enzymes and vitamins as potent as possible. Additionally, all the ingredients are organic. I love a brand that is as good for you on the inside as it looks on the outside.
Here are a few of the flavors Kat, Gala and I tried: 1. Greene St. Classic (Alkalise + Detox). and 2. West Village (Replenish + Fortify).
3. 1 Giant Mind (Radiant Light).
4. The Bronx (Personal Power) and 5. BDFM (The Orange Line).
The branding system was produced by Cassette Agency. They summed up the vision of the brand as “Bringing a little piece of New York City to Melbourne.” It’s got a big city, no-nonsense feel while remaining calm, cool and collected.
I’ve been to dozens of juice places across the world and after I left the shop, I kept asking myself why Greene St. Juice Co. was still at the forefront of my mind. And then, it occurred to me — it wasn’t just about the juice, it was about the experience. Great brands don’t just deliver a great product. They deliver something more, something that’s sometimes hard to put your finger on. They leave you feeling inspired and better off after you’ve encountered them.
What are some great brand experiences you’ve had lately? Is there a product or service that still has you buzzing? I’d love to hear about it!
Photos: Shauna Haider and Madeline Kate Photography.
Brand mockups: Cassette Agency.