Jamba Juice, one of the originators of the smoothie and juice category, is expanding its offering and redefining its brand as it turns 30. Key to the brand evolution is a new identity and store design created in partnership with the Sterling-Rice Group (SRG). With Jamba moving beyond juice to broaden its menu to feature smoothies, juices, bowls and on-the-go bites, SRG saw an opportunity to shorten the name to Jamba and to update its logo. The shorter name provides a way to accentuate a wider array of offerings and enable the brand to expand. In explaining the brand refresh, Jennifer Jones, Managing Partner, Brand Design at SRG said, “The leadership at Jamba knew the brand needed to evolve. Our design challenge was to find a way to shift the consumer mindset about Jamba to a more healthful and nutritious space. As Jamba set about redefining the category it created, we also needed to update its look and feel as the original logo had become dated and the colors felt artificial.”
SRG’s new logo features a simple script to give it a handwritten look. The team also refined the signature whirl, which evokes the blending of ingredients, into a colorful expression of fresh fruits and vegetables. “The logo and store environment use colors that are fresh and bright,” explained Jones. “We moved the color palette away from sugary cotton candy into more fruity oranges and healthy, vibrant greens to reflect wellness and health.” In this spirit, SRG also created a more local store feel to give the brand a less corporate look. SRG re-envisioned the interiors of Jamba locations to evoke its juice shop roots. Light wood finishes and simple, modern fixtures are intended to give the stores a natural and inviting ambiance. Peg-board walls provide a backdrop to tell stories about menu items in an inviting and educational format.
“Every corner, counter and wall of the store is designed to create a welcoming customer experience from the moment someone walks into a Jamba location,” noted Lance Reed, Creative Director at SRG. “Our goal with the light wood and colorful graphics was to celebrate the food that Jamba serves and make that the center of attention. We call it food theater.” Inside Jamba locations, visitors can navigate easily to the counter or the new built-in seating, which features a cantilevered table and stools. The interiors have been streamlined to provide a welcoming entry with ingredient stories and facts selectively featured on the wall to provide ways to educate consumers about ingredients so they can customize their food choices.