Wednesday, March 20, 2013


With three locations open and still expanding, Daily Juice—known for its super-food juices in Austin, Texas—needed a branded design that could rollout to various locations.  “We came up with four options ranging from the then current design—a bohemian look—to a very streamline modern space with an edgy sort of look,” says Tim Rheault, principal of Los Angeles-based design firm Rhetroactive, who was charged with the task. “Our approach merged sustainable products, materials, and textures to provide this really modern clean look.”


The sustainable story complements the brand, which serves natural foods with organic and local ingredients. Floors and tiles are recycled concrete, and recycled paper stone makes up the countertops. Everything from the low VOC paints to the LED lighting promotes sustainability. “It’s in line with the store’s approach of good healthy living,” says Steve Trowbridge, principal of Rhetroactive.


Created from reclaimed farm wood, the wood plank ceiling curves up and around “evoking the idea of a fruit basket,” says Rheault. The back area—made of reclaimed concrete—adds to the artisan style. 

The fruit-inspired design reappears with a large wall installation, crafted individually by local artists for a distinct design in each location. “The artwork itself is made from reclaimed fruit crate labels,” says Rheault. “We wanted to keep that sort of artsy sort of feeling, because they had a very eclectic look. Even if we went in with this modern direction—but with a homegrown look—we felt we could keep an artwork installation.”


The multi-colored artwork aligns with a fresh palette of green hues and textures. “We tried to keep it a little fresh and gave it a vibrant sort of color,” says Rheault. “The palette itself was sort of inspired by nature.” More natural materials such as green-glazed terracotta tile add to the handmade look.

Eco-friendly lighting also adds to the natural appeal. “We tried to seam [the lighting] into everything, using materials like LED strip lighting and also the dome lights above the production line,” says Rheault.

The production line itself—developed after several layout trials—showcases the natural ingredients. “We take you through the process of making your juice so it more like an entertainment experience,” says Rheault. Taking the fresh products out of the back room, the bar also helps to quicken the assembly-line process.  “We manicured a ‘prep theater,’” adds Rheault. “It allows people to watch the fresh product be chopped and prepared for juicing.”


“We really wanted to make it a premium product and the Starbucks of juice bars,” says Trowbridge. “In this case, we asked how do we make the guest experience better, tell the story of the products, and connect people with the juice.”

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