As the creative director of this wellness brand, I helped marry the concepts of pilates and juice. Two very different worlds, yet with an overlap that presents to the same market. The word “formula” developed from the process of finding a holistic solution to a better body. This includes precision focused pilates and carefully formulated juices. The “LA” in the word was set apart to distinguish this unique Los Angeles experience.
Next, I found myself developing recipes and advising on juice formulas. Copywriting slogans and rolling out the visual elements soon followed. This includes the logotype and packaging. Juice bottles used a numbering system that referenced each unique recipe. Customers could easily remember their favorites and make their orders. I also created mood boards to inform their material choices and interior design.
