Well & Co, a new juice brand in Portland, welcomes everyone, in all shapes and sizes, to participate in a healthy, vibrant lifestyle through fresh, raw juices and daily soups.

Well & Co wanted a brand with zero pretension. In the Pacific Northwest especially, food brands can be kind of bourgie, catering to a narrowly defined enclave of hipsters. Well & Co's attitude is completely different. They wanted something energetic, upbeat, and open. To accomplish that we combined illustrations and a hand drawn wordmark. 

Many of Well & Co's favorite ingredients, both in their juices and soups, are vegetables and herbs. For a  juice brand wanting an upbeat personality, it would be easy to use fruit as a vehicle for that feeling. Instead, we lightly abstracted certain vegetables and leaves, combining them with floral elements for that airy, light impression. 

Oh and these neon colors. They helped too!