> Juice Y Heat Brand Identity | Whitney Shay
Three glass bottles of Juice Y Heat on a wooden table: green Serrano Cucumber, orange Habanero Mango raised on a wooden crate, and red Jalapeño Watermelon, with fresh chiles and habaneros scattered around.

Juice Y Heat

A concept brand for a bold, Mexican-inspired non-alcoholic beverage with serious attitude. I developed a full identity to match, from moodboard through hand-lettered logo, color system, packaging, and social media.

Client
Self-Directed Concept, 2023
Scope
Brand Identity, Packaging, Social Media
Keywords
Food & Beverage, Packaging, Hand Lettering

The Problem & Opportunity

The non-alcoholic category has exploded, and most brands answered with minimalism and muted palettes. Juice Y Heat took the opposite bet: spice, vibrancy, and craftsmanship. A hand-lettered logo and packaging built to make the bottle impossible to ignore on a crowded shelf.

Moodboard

Collage of hand-lettered Mexican-inspired posters in bright colors, including La Cucaracha, Viva México, Mexico City, Cinco de Mayo, Loteria, Tacos and Mexican Party.
Strings of colorful papel picado banners in red, yellow, blue, green and purple stretched over a stone colonial building with a clock, seen from below against a pale sky.

Hand-Lettering Process Work

Pencil and marker lettering sketches for the Juice Y Heat wordmark spread on a wooden desk, with a bold inked version on graph paper, a red-shaded variation and small bottle label thumbnails.

Application

The social campaign showcases a brand that is unmistakably itself, inside a feed built to scroll past.

Social Media Posts

Three phones with Juice Y Heat Instagram posts: red chiles on green reading Spicy drinks can cool you down, a Habanero Mango bottle beside a mango, and Make your lips tingle (on purpose) over yellow folk florals on red.

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