the juice parlor: an apothecary approach to juicing which seeks to improve all forms of beneficial health. in a world where it’s easy to make bad choices, the juice parlor offers an alternative which allows you to fulfill the ultimate goal: it is better to feel good. our approach to the design was to pull from vintage apothecaries of Europe and early 20th century Americana in the feel of the finishes and branding. to bring a deeper level of connection to food as a source of mental and physical satisfaction. our creation of the tagline has been directly felt in the store design and in the continual messaging across social media and various special events. we set the naming of the actual juices and set up a ranking of types of juice based on the concept of tonics, vegetals, elixirs, digestifs and potions. designed in collaboration with darra bishop.