Melbourne Online 20 August 2022 - 13:14 New York Offline 19 August 2022 - 23:14 Chicago Offline 19 August 2022 - 22:14

GREENE STREET JUICE CO.


Juicing the best of Manhattan and bringing it to Melbourne. Branding Australia’s first organic cold-pressed juice company. An identity that still stands strong almost 7 years on.

Juicing the best of Manhattan and bringing it to Melbourne. Branding Australia’s first organic cold-pressed juice company. An identity that still stands strong almost 7 years on.

The Blurr

How do you build a design system that can flex with an ever-expanding juice range?

After returning to Melbourne from an educational and health focussed stint in New York, co-founders Steve and Natalie saw first hand the benefits of cold pressed juice in their diet and lifestyle. Deciding to leave their busy careers, they were ready to bring this craze to Australia in a big way, paying homage to where the original idea was born, New York City.

Services
  • Packaging Design
  • Finished Art
The Blurr

How do you build a design system that can flex with an ever-expanding juice range?

After returning to Melbourne from an educational and health focussed stint in New York, co-founders Steve and Natalie saw first hand the benefits of cold pressed juice in their diet and lifestyle. Deciding to leave their busy careers, they were ready to bring this craze to Australia in a big way, paying homage to where the original idea was born, New York City.

Services
  • Packaging Design
  • Finished Art
The Clarity
A sleek, visual identy taking cues from New York’s Subway design system, made to flex with primary shapes and typography, and hundreds of visual combinations making possible an everexpanding range.
A clean brand for a clean company. Monotone packaging allowed the bright colors of the organic juice to come forward on shelf, providing tasting cues and differentiators between the product range. New York landmarks form the base of the juice names.
The Clarity

A sleek, visual identy taking cues from New York’s Subway design system, made to flex with primary shapes and typography, and hundreds of visual combinations – making possible an ever-expanding range.

A clean brand for a clean company. Monotone packaging allowed the bright colors of the organic juice to come forward on shelf, providing tasting cues and differentiators between the product range. New York landmarks form the base of the juice names.

The Results

Awarded

2015 International Store of The Year

25+

media features, including in Vogue and Donna Hay

10+

National brand & ambassador partnerships within first 2 years of launching

Market Expansion

into Sydney, Australia

Iconic Identity

Packaging notoriously shared and seen on social platforms Pintrest and Instagram, even 7 years on

The Bureau

Creative Direction

Mick Whelan

Design

Jessica Dimcevski

Made possible with

Cassette