About the Project

Wake Up Juice is a lifestyle beverage brand rooted in comfort, routine, and emotional grounding. Instead of positioning coffee around hustle or productivity, the brand wanted to create a softer everyday ritual.

Coal Studios helped shape the brand’s visual direction, content system, community strategy, and e-commerce growth approach while retaining the existing name and logo.

The Challenge

Wake Up Juice had a strong product and founder-led presence, but needed a more consistent content and visual language. The brand had to build recognition without heavy rebranding.

The challenge was to make coffee feel like a lifestyle companion, not just a performance drink, while also improving traffic consistency, reach, engagement, and Shopify revenue.

Our Approach

We built a calm, lived-in visual direction using natural light, familiar spaces, warm colours, and restrained typography. The content strategy focused on continuity over novelty, helping the brand feel more recognizable across Instagram, community touchpoints, and e-commerce.

We also created a campaign-led growth system that connected founder storytelling, reels-led discovery, community engagement, and Shopify traffic.