Day 13 of being in the UK – 5 hours of sleep lie ahead before 5-6 hours of work and by 12 noon I’ll be in a car on the way to the airport for a 3.30PM flight. It’s been a rewarding and challenging trip all at once. I haven’t had nearly the amount of time or ability to explore as I intended or desired and much of the time not working has been in the hotel room. It has been a great trip and I’ll have some items to share on my return – not nearly as many a I wished.
Today’s highlight (and low light, explained below) is Juice Republic. I found this at Heathrow and adore the logo. A cold war-influenced star on each product that is created by a different piece of citrus, such as the lime below:
I love that they have a manifesto- or at least the idea of it. I don’t think they quite went far enough with the copy but the principle behind reinventing the fruit juice industry, insisting on fresh and refusing additives is fantastic. The execution of the statement and the overall website that is slow, sterile and partially executed (an incomplete link section that links only back to itself, copy that appears to be written with haste and a real lack of substance) actually takes away from my love of what I saw on the shelf. For a company that launched with such intent, good design, aggressive offering of 23 products and radical vision – the website leaves one with the feeling of a stale corporate owner claiming to be a little brother – or simply a well-intended start-up that either lost the importance of delivering it’s clear message or ran out of focus/resources to accomplish it.
Love the product, find the message lacking.