OH is an organic cold-pressed juice bar located in San Diego. Their business was built on quality but they were having trouble scaling in a crowded market where customers had been trained to accept cheaper, inferior products. We needed to change the narrative around the importance of quality and build more value into the OH brand.
Consumer research identified that our target audience treated eating as a form of self respect. It reflected how they saw themselves and their world. A clean, organic, microbiome-friendly diet gave their body the fuel to be the best version of themselves — physically, mentally, and spiritually.
We shifted the OH business model from a standard juice shop to a wellness company that offered a holistic range of services including juice, food, and nutritional coaching. We placed added emphasis on subscription-based memberships to drive loyalty. From there, we built an emotional brand story around self actualization — OH helps you be the best you can possibly be thanks to uncompromising quality. We created a new visual identity and art direction along with premium photography that elevated the brand. Finally, we created a packaging suite that ensured consistency while introducing storytelling elements to connect the consumer to the heart of OH.