Loom

Loom is an arising juice brand I was introduced to, which, at first glance, blended inconspicuously with the existing juice aisle—its branding featured the typical white label, an image of the fruit, and unassuming typography. After delving deeper into conversations with the founder, I gathered insights into his personal story and passions, which sparked an idea. I compiled a surprise keynote that tied their mission of better-for-you juice to a fresh brand vision. With the juice category stagnant for decades, I aimed to shake it up, targeting the health-aware Gen Z demographic with a touch of playful irreverence.

The concept I developed was "Juice from the Future." The phrase evolved from a cliché I'd heard countless times in the beverage industry—always met with my silent skepticism. Rather than parroting the tired trope of being the 'future of juice,' I flipped the script to intrigue and provoke curiosity. "Juice from the Future" isn't just a statement; it's a conversation starter, a promise of innovation. What flavors await in the future? Moon Punch? Never tasted something like that before, but now we're eager to.

This refreshed brand messaging is visualized through vibrant, galactic gradients, creating packaging that is a universe apart from the dull and mundane that typically adorns the shelves. This rebranding thrilled Bill, the founder, aligning perfectly with his ambition and sending him over the moon (pun intended). Loom is on the launchpad, ready for its 2024 debut, promising a taste of tomorrow, today.