The Problem
In a market where coffee content often focuses on productivity, hustle, or aesthetics alone, Wake Up Juice builds a softer narrative one rooted in comfort, routine, movement, and emotional grounding.
The Central Question
COAL Studios approached this project with a central question: How can content turn a beverage into an emotional support system without feeling performative or forced?
The Goal
The goal was not virality. The goal was connection.
Scope of Work
Wake Up Juice required a cohesive visual system that could scale across digital, community, and commerce touchpoints.
While the logo and naming were retained, the brand lacked a refined visual language that could build recognition and emotional recall.
The strategy focused on:
Establishing a distinct colour system that reinforced warmth and familiarity
Creating a grounded, lived-in visual aesthetic
Designing content that prioritised continuity over novelty
Framing the product as a lifestyle companion rather than a performance enhancer
The typographic system combines clarity with subtle character, supporting both functional communication and brand expression. Type hierarchy and spacing are used to create consistency across applications while allowing flexibility where needed.
The colour palette is anchored in deep, rich tones and supported by warm neutrals and muted accents. These colours reinforce the brand’s premium positioning while remaining versatile across lighting conditions, media formats, and physical spaces.
Retained the brand’s core essence while elevating typography and design to exude luxury and fluidity
Redesigned the logo for stronger recall and seamless use across music and video applications.
Defined a high-end visual language that positions R&B as a leading production powerhouse.
Built a cohesive identity system that appeals to artists, filmmakers, and modern content creators.
Developed a cohesive brand identity to support R&B’s evolution into a full-scale production studio
Created a restrained system that balances creative expression with professional clarity
Ensured the identity remains flexible across music, video, and studio environments
Maintained continuity with the brand’s origins while elevating its visual language
Navigated the need for scalability across multiple locations and formats