Studio: 87

Brand Identity For Purée Juice Bar

Why rebrand a juice bar like a luxury hotel?

EightySeven refined Purée Juice Bar’s existing wellness brand into a hospitality-led identity built to scale. The new system captures the brand’s warmth, care, and premium quality through a confident, joyful, and timeless visual and verbal approach that aligns with its in-store experience.

Insights

The main shift was strategic: EightySeven reframed Purée from a standard juice bar into a “hospitality-led wellness brand,” designed to feel like a great hotel or restaurant rather than a performance-driven wellness label.
This was a refinement, not a reinvention. Dyala Madani said rebranding was harder than starting from scratch because they acquired a business with “years of history, loyal customers, established systems, and its own soul.”
The brand needed to scale across five locations: three open sites in Bethesda Row, Tysons Corner (inside an Equinox club), and The Plant in Rockville, plus Georgetown and Cabin John Village coming soon.
The identity system uses boutique-hotel and resort cues: sun-washed yellows, soft neutrals, grounded accents, plus pattern and motion to add rhythm across cups, packaging, bags, signage, vehicles, and digital ordering.
The verbal direction was equally specific: “confidence without ego and warmth without fluff,” with messaging that avoids “guilt,” “preaching,” and “overexplaining,” reinforcing the idea of Purée as a daily ritual and “a pause in their day.”