Joe & The Juice

Joe & The Juice began a multimarket expansion that required a visual branding program capable of adapting to a wide variety of properties, footprints, and architectural conditions. Known for their distinctive, culture driven stores and diverse menu offerings, the brand needed exterior and interior branding solutions that could scale consistently, without losing the personality and energy that define each location. 

 
This presented an opportunity to standardize quality and impact across the network while ensuring every store felt unmistakably “Joe.” 

Principle delivered a fully integrated program that ensured consistency, compliance, and high quality execution across all new and refreshed Joe & The Juice locations.

Our work included:

Site Surveys to document conditions and ensure every location received the correct brand treatment

Permitting & Code Checks to meet local regulatory requirements

Material Specifications aligned to Joe & The Juice’s brand aesthetic and durability needs

Manufacturing of interior and exterior brand elements through trusted production partners

Installation across diverse store formats and environmental conditions

End-to-end Project Management to coordinate timelines, vendors, and approvals with precision

This approach enabled flexible, high impact branding that could be implemented in cafés, street front locations, kiosks, and mixed use properties, while protecting the integrity of the brand.

The result was a cohesive, elevated brand experience across Joe & The Juice’s expanding footprint. Principle’s integrated approach ensured that each location launched with consistent, high quality visual branding, regardless of site constraints or local requirements.

The program strengthened brand recognition, supported seamless expansion, and equipped Joe & The Juice with a scalable framework for future growth.