Devia Juice Bar, founded in 2018 by Colombian siblings Diana and Juan Diego Devia, is more than just a juice bar. It’s a mission-driven brand rooted in wellness, sustainability, and hand-crafted quality. After a transformative trip to India, Diana returned to the U.S. with a renewed sense of purpose: to create something better for the community—real food made from real ingredients.
In 2024, I partnered with Devia to refresh their brand identity and align their visuals with the powerful story already infused in every juice, smoothie, and bite they serve.
Despite a loyal customer base and a great product, Devia’s branding hadn’t evolved with its vision. The challenge was to breathe new life into a visual system that felt flat and disconnected—bringing vibrancy, clarity, and a sense of fresh fun to everything from packaging to storefronts and digital touchpoints.
Visual Direction
The new identity blends the organic and playful. Think hand-cut fruits, sun-drenched colors, and joyful type. We leaned into texture, movement, and natural tones—grounded in the earth but playful enough to spark curiosity.
Logo & Typography
The new logo takes cues from handmade signage and the informal tone of street markets. It’s bold yet friendly—just like the brand. Typography choices reflect a balance of clean legibility with warm personality.
Color Palette
Inspired by fruit peels, leafy greens, and the vibrancy of Miami, the refreshed palette is bright and inviting—natural with a pop.
Brand Applications
Packaging
Each bottle and bowl is now a mini billboard—carrying the brand’s core message: “Always fresh. Made from scratch.” Labels are simple but rich in detail, making each product feel special.
Each bottle and bowl is now a mini billboard—carrying the brand’s core message: “Always fresh. Made from scratch.” Labels are simple but rich in detail, making each product feel special.
In-store Experience
We introduced custom murals and signage that celebrate the farm-to-cup journey and local produce. Every touchpoint reinforces the story.
We introduced custom murals and signage that celebrate the farm-to-cup journey and local produce. Every touchpoint reinforces the story.
Social Media & Content
Photography captures not just the product, but the process—chopping, pressing, blending, smiling. We also developed a playful sticker system and motion graphics to make Instagram stories and posts come alive.
Photography captures not just the product, but the process—chopping, pressing, blending, smiling. We also developed a playful sticker system and motion graphics to make Instagram stories and posts come alive.
Results
Since the refresh, Devia has seen an uptick in foot traffic and engagement across social channels. More than metrics, the brand now feels like a true extension of Diana and Juan Diego’s values—handmade, rooted in nature, and always evolving.