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LIQUIDLABFINAL PRESENTATION • PAUL MIDDLETON

PROJECT OBJECTIVE & DESIGN STRATEGY

OBJECTIVE

LiquidLab is a cold-pressed juice bar offering their customers unique customized juices and smoothies made from organic and locally-sourced fresh produce.

Mobile devices are being used more for eCommerce. In 2014, one third of eCommerce orders were coming from a mobile device rather than a computer. Based on data from shopify, mobile now accounts for 50.3% of all ecommerce traffic. With a ‘mobile first’ approach, a responsive website for LiquidLab is a necessity for busy customers on the go – accessible and simple, step-by-step from selection and ordering to payment and pick-up (effortless and liquid).

The website will also connect the customer to LiquidLab for healthy diet and lifestyle advice. A membership program can offer benefits to customers and increase LiquidLab’s database.

Customers can create a profile that notes their tastes and health goals. A customized plan can be created for them based on this profile or they can choose from formulated juice profiles for easy selection and easy entry into juice health.

Information of the nutritional benefits of the ingredients as well as the nutritional profile of the juice (vitamin, mineral, and macronutrient profile) will help to establish LiquidLab as an intelligent source of health information. LiquidLab will share information on healthy living and nutrition, with a focus on body-positive messages.

LiquidLab aims to be like a personal trainer for like-minded individuals on the path to attaining perfect health – with the feel of a club/gym/community. LiquidLab’s goal is to make juice a part of daily life, becoming part of the customers’ long-term healthy diet and lifestyle.

STRATEGY

LiquidLab is to be marketed as a high-end service for an audience demanding a greater level of quality products and services. They need to be seen as trustworthy, intelligent, sophisticated, vibrant, honest, modern, and accessible. LiquidLab’s voice is smart: they put a lot of research into sourcing their produce, crafting their custom recipes, and developing their nutritional offerings. They are very health conscious and optimistic, and body and health positive attitudes are key.

The website should be uncluttered, simple, and flowing. A box grid layout will provide these attributes. LiquidLab is an authority on health and nutrition and their branding should reflect this with bold typography and imagery. Copy should be minimal and succinct.

The landing page should drive the customer to ‘join in’ as well as offer easy ordering for those not ready to join.

An analogous colour palette can help create a sense of authority, helpful to a newcomer to the market and to convey LiquidLab’s expert nutrition knowledge. Analogous colours can also elevate the brand to a high-end The use of green tones in the colour palette would help convey freshness and vitality, and are not currently used by any of the competitors.

Imagery depicting women and men engaged in healthy lifestyles, shot mid-movement to convey energy and momentum. Photography of people should be candid and energetic, without the subject’s face engaging with the camera. Imagery can be full colour or using duotones of green hues/filters to reflect the brand’s colour palette.

COMPETITOR RESEARCH

Liquiteria Organic Avenue Blue Print Cleanse

LiquidLab is entering a market currently dominated by established brands and franchises such as Liquiteria, Organic Avenue, and Blue Print Cleanse. These competitors use similar website design, similar packaging and similar marketing. A space exists for a new, fresher and healthier juice bar with a difference – LiquidLab.

LiquidLab differentiates from their competitors by:

• Offering customers tailored juice selections to suit their health needs, calculated by LiquidLab’s nutritionist based on the clients response to a questionairre.

• Offering juices made FRESH to order, full of vitality with nutrients and enzymes intact, unlike the competitors’ pre-made, packaged juices.

• Giving the customer the ease of ordering online with a choice of pick-up times and locations.

• Using locally-sourced, organic produce.

• Focussing on juice as a healthily addition to a customer’s diet, not as a meal replacement.

TARGET MARKET

Veronica Wells, 35 and Tom Fine, 38

• Live in Cobble Hill, Brooklyn.

• Veronica works in marketing and Tom is a freelance industrial designer, both work in Manhattan. Their combined income is $190K per year.

• They are planning to have their first child, and they both have busy lifestyles but are trying to stay healthy most of the time.

• To get themselves healthier and prepared to have kids they recently joined a local gym and started a new nutritional eating plan.

• They try to eat organic as often as possible and shop at Trade Joe’s and Wholefoods.

• They both like to take their own lunch to work because they know the nutritional value of the ingredients they use.

• Juices are relatively new to their diets, but they know it’s a quick and easy way to get the nutrients they need.

Sally Fisher, 33

• Lives in Greenwich, NYC.

• Lives alone, dating her co-worker Simon for 2 years.

• Works at Roth Law Firm in Midtown, and earns $140K per year.

• Starts work at 8.00am after her morning Yoga session at The Chopra Center.

• During the day snacks on organic raw foods and activated nuts (and raw chocolate).

• When she’s not having lunch with clients or colleagues, Sally grabs a salad from Wholefoods.

• Dinner is a healthy stiry-fry or steamed fish with veges, but a food blow-out is okay on weekends.

• Knows how to eat well, but her heavy work day doesn’t always make it easy to maintain the healthy lifestyle.Supplements her diet with a cold-pressed juice for a pick-me-up or to get a quick and easy nutrient hit when she’s short on time.

THE PRIMARY AUDIENCE THE SECONDARY AUDIENCE

MOODBOARD

COLOUR PALETTE

RGB HEX CMYKR:69 G:172 B:52 #45ac34 C:70 M:0 Y:100 K:0

RGB HEX CMYKR:179 G:211 B:52 #b3d334 C:40 M:0 Y:90 K:0

RGB HEX CMYKR:51 G:62 B:79 #333e4f C:82 M:65 Y:45 K:43

RGB HEX CMYKR:254 G:249 B:227 #fef9e3 C:0 M:2 Y:15 K:0

RGB HEX CMYKR:119 G:129 B:134 #778186 C:162 M:0 Y:0 K:60

TYPOGRAPHY

Feeding your body with whole foods and natural produce is the best longterm strategy for maintaining good health.

LiquidLab is part of that strategy.

Our cold pressed juice is packed with easily digestible raw vitamins, minerals and enzymes from locallysourced fresh

fruits and vegetables. Whatever your lifestyle, we’ve got a juice to help get you there.

Reach your full potential through balance, not extremism.

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

HeadlinesMontserrat Bold

38/48 px50 pt TrackingCentre Aligned

Body CopyMontserrat Regular

12/15 pxCentre Aligned

READ OUR HEALTHY LIFESTYLE & NUTRITION

BLOG

SubheadsMontserrat Bold

18/21 px50 pt TrackingCentre Aligned

MOBILE WIREFRAMES

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB

COLD-PRESSED,

CUSTOM-MADE

FROM

LOCALLY-SOURCED

PRODUCE

LIQUIDLAB

Will put together a juice program tailored to your

current lifestyle and health goals.

OUR EXPERT

NUTRITION TEAM

JOIN NOW

LIQUIDLAB

Join now and enjoy our free of charge service

Benefits include:• Personalised juice plan• Membership discounts

• Better health and vitality

LIQUIDLAB

FREE MEMBERSHIP

JOIN NOW

Landing Page / Carousel

MOBILE WIREFRAMES

LIQUIDLAB

FAVOURITES

LIQUIDLAB

CREATE

YOUR OWN

JOIN NOW

LIQUIDLAB

STORE LOCATOR

JOIN NOW

ABOUT US

LIQUIDLAB

NUTRITION BLOG

LAB FAVOURITES YOUR ACCOUNT

CREATE YOUR OWN JOIN NOW

STORE LOCATOR NUTRITION BLOG

Terms Of Use Privacy Policy Pricing Policy

ABOUT US CONTACT US

FOLLOW US

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB

Landing Page

MOBILE WIREFRAMES

LIQUID LAB FAVOURITES

LIQUIDLAB

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

LIQUID LAB FAVOURITES

LIQUIDLAB

PRODUCT NAMEProduct description

and ingredients

REGULAR LARGE

$Price $Price

CREATE YOUR OWN

LIQUIDLAB

ADD UP TO TEN INGREDIENTS

APPLE AVOCADO BANANA

SUBMIT

BEETROOT BLUEBERRIES

BROCCOLI CABBAGE CARROT

CELERY CUCUMBER DANDELION

GINGER KALE MELON

ORANGE PARSLEY PINEAPPLE

PROTEIN POWDER SPINACH

STRAWBERRIES TOMATO

WATERMELON ZUCCHINI

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB

LAB FAVOURITES

YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG

ABOUT US

CONTACT US

Menu

ELEMENT BOARD

ORDER NOW STORE LOCATOR NUTRITION BLOG CONTACT US FOLLOW US

LIQUIDLAB FAVOURITES

YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG

ABOUT US

CONTACT US

LAB FAVOURITES

YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG

ABOUT US

CONTACT US

LIQUIDLAB

NORMAL NORMAL

ROLLOVERROLLOVER

BUTTONS

ICONS




ABOUT US CONTACT US

APPLE APPLE

STORE LOCATORFind your nearest LiquidLab

CREATE YOUR OWN

STYLE GUIDE

Feeding your body with whole foods and natural produce is the best longterm strategy for maintaining good health.

BETTER NUTRITION. H138/48 px50 pt Tracking

Body Copy12/15 px0 pt Tracking

HEALTHY LIFESTYLE & NUTRITION

RGB HEX CMYKR:69 G:172 B:52 #45ac34 C:70 M:0 Y:100 K:0

RGB HEX CMYKR:179 G:211 B:52 #b3d334 C:40 M:0 Y:90 K:0

RGB HEX CMYKR:51 G:62 B:79 #333e4f C:82 M:65 Y:45 K:43

RGB HEX CMYKR:254 G:249 B:227 #fef9e3 C:0 M:2 Y:15 K:0

RGB HEX CMYKR:119 G:129 B:134 #778186 C:162 M:0 Y:0 K:60

COLOURS FONT STYLES

Title font is Montserrat Bold

H218/21 px50 pt Tracking

Body copt font is Montserrat Regular

ICONS

BUTTONS

LOGOMinimum size 50px wide with a clearspace of 20px

NORMAL

NORMAL

ROLLOVER

ROLLOVER

RESPONSIVE SITE LANDING PAGE

Tablet, Mobile, Desktop

BETTER NUTRITION. TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB ORDER NOW STORE LOCATOR NUTRITION BLOG CONTACT US FOLLOW US


CREATE YOUR OWN

JOIN NOW

Try one of the Lab’s recipes

Prefer your own recipe?

Get started with our custom plan


BLOG

OUR STORY



YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG


ABOUT US

CONTACT US

FOLLOW US


FOR A BETTER LIFE.

LIQUIDLAB


CREATE YOUR OWN

JOIN NOW





BLOG

OUR STORY



YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG


ABOUT US

CONTACT US

FOLLOW US

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB



Desktop


FOR A BETTER LIFE.



CREATE YOUR OWN

JOIN NOW





BLOG

OUR STORY



YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG


ABOUT US

CONTACT US

FOLLOW US


FOR A BETTER LIFE.



CREATE YOUR OWN

JOIN NOW





BLOG

OUR STORY



YOUR ACCOUNT

CREATE YOUR OWN

JOIN NOW

STORE LOCATOR

NUTRITION BLOG


ABOUT US

CONTACT US

FOLLOW US


Mobile

BETTER NUTRITION.

TAILORED FOR YOU.

FOR A BETTER LIFE.

LIQUIDLAB


LIQUIDLAB FAVOURITESTry one of the Lab’s recipes

LIQUIDLAB

CREATE YOUR OWNPrefer your own recipe?


JOIN NOW

LIQUIDLAB

JOIN NOW


OUR STORY


BLOG





ABOUT US CONTACT US

FOLLOW US

LIQUIDLAB

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