SCOPE
Brand Identity, Motion & Interior Design
CLIENT
Pulp Smoothies (Concept Work)
Pulp Brand Identity
Pulp Brand Identity
Since 2005, Pulp has served up delicious smoothies from Kent, Ohio to over 50 locations nationwide. This project was a complete brand overhaul, encompassing far more than just a logo. The scope included a new visual identity system with business cards, letterhead, envelope, packaging, logo animation, a large-scale mural and interior design concepts for retail locations. The goal was to create a cohesive brand experience that truly reflected Pulp’s vibrant energy and dedication to fresh, high-quality ingredients.
THE CHALLENGE
While Pulp had a loyal customer base, its original visual identity felt outdated and lacked the visual energy and freshness of the brand’s offerings. Key areas for improvement included the dated typography, a color palette that didn’t evoke freshness, and a lack of a cohesive visual system to maintain brand consistency.
A FRESH APPROACH
The rebrand centers around a new ‘P’ brandmark featuring two abstract splashes symbolizing the blending of flavors. This shape is echoed in the counters of the custom typography, while six seeds within the ‘P’ represent Pulp’s core values: freshness, community, wellness, quality, balance and passion. To maintain brand recognition, Pulp’s signature bright orange was retained and subtly adapted, complemented by a new color palette inspired by the vibrant hues of their smoothie ingredients. The new design system strengthens the connection between the brand’s visual identity and its signature smoothies.
