Somekind embrace a relaxed, characterful attitude across Juicy Lucy’s punchy identity and packaging

Brussels-based design studio Somekind, founded by creative duo Aimee Lara and Kristel Posen, have channelled their characteristic approach, process and voice into the punchy identity for Juicy Lucy – Europe’s first adaptogen-infused juice embracing the considerable benefits of mushrooms and plant-based nutrition. “We designed the identity of Juicy Lucy with the personality of the brand in mind,” Posen tells us, “empowered but free-spirited, driven but relaxed, ambitious but playful,” resulting in a joyful combination of contrasting colours and lively typographic play. Having opted for Neue Haas Unica as the primary pragmatic typeface, providing an innate reverence and slick practical asset for the brand to explore, Posen recalls their choice of Pika Ultra Script for the logotype, explaining, “we were looking for something bold and expressive, but still flowy at the same time,” taking the mission one step further and customising Pika’s already emotive letterforms. “Using it as a starting point, we rounded off all the letters to bring even more fluidity into the logo design,” Posen details, incorporating dripping droplets into several of Juicy Lucy’s letters, resulting in something ownable, ambitious and candid. Turning to their choice of contrasting colours, Posen explains, “as Juicy Lucy is faint black in colour, we opted to use pink and burgundy,” directly complementing the hues of the individual juices. “We chose a shade of pink that you can often see in the sky when the sun rises,” she continues, somewhat subduing the black’s intensity and imbuing a luxurious tone to the brand. “The dark burgundy, on the other hand, is more grounded in nature,” Posen concludes, “as it tones down the pink and refers to the earthy nature of the adaptogens,” highlighting the defining, immunity-boosting, all-natural USP of the brand.