Juel is a food service business opening a brick and mortar extension of their successful food cart in White River Junction. Their main focus will be plant-based food and beverages with an emphasis on healthy, nutrient dense and naturally energyfull foods like juice, smoothies, salads, dried fruits & nut snack, whole grains and sandwiches, though they’ll also have staples like baked goods and a stellar coffee program. Which illuminates the crux of the Juel brand – a balance of mission drive and encompassing acceptance and accessibility. JUEL is stongly motivated by certain styles of food and cooking, but will not define themselves by those.
Juel is not a juice bar, it is not a vegetarian cafe, it is not a gluten-free bakery, but it will largely serve those products. They envision serving the broad spectrum of customers that live in the Upper Valley, and therefore strive to not alienate any potential patron by making boxes for themselves and their offerings. Juel is a place where one can come to experience delicious and healthy foods and beverages, and a community of other folks who similarly value those offerings.
The logo is simple, striking and iconic. The custom-designed logotype is simple, geometric, and excessively legible, reflecting the vision of simplicity and accessibility in their product and operations. The icon is a single, continuous line that in contour references a leaf, the beacon of the natural world, and in form is based on a spiral, which is the shape of progress. The clean angles lend modernity, which is balanced by the loop in the center which brings both a subtle influence of organic curvature, and is a drop – a slight nod to the juice & smoothie foundation of the business.