Applejuice
Applejuice is a brand that doesn’t clean things up. It lets them spill. I designed the full visual identity system, developed the voice and language, and collaborated on art direction for the photography to bring its loose, proudly flawed personality to life.
From the melty, wobbly wordmark to the acid-bright palette, everything is built to feel a little chaotic and completely intentional. Because when the mess is the message, you have to be very careful about how you make it.
Some brands play it clean. Applejuice plays it juicy. We kept the edges soft, the colors loud, and the voice unfiltered, because if it sounds like a committee wrote it, you start over.
