CHWCE

Chew your juice

CHWCE is the “juice you chew” which makes it an outrageously healthy, deliciously-balanced snack or meal with a totally unique taste and experience. The brand was launched exclusively at Whole Foods in Atlanta and on-line. 

 

  • Bold, bright and distinct. Never bitter, bland or boring. Never blitzed into oblivion like some smoothy, Chuice is whole food in a bottle. Made by chopping and blending 10 Fruits, 9 Veggies, 7 Herbs, 6 Seeds and 3 Nuts, so each distinct flavor stands on its own. And retains its just-made freshness, crunch and character – not to mention more healthy plant nutrients.

    Question became: Drink it? Or eat it? We knew we had to help people - especially first timers – find the awesomeness in this awkwardly delicious – okay weird - mash-up. In other words, experience the Chewphoria.

  • We gave the Chuice team lots to chew on. We changed the spelling from Chuice to CHWCE to reinforce its chewiness.

    We redesigned the logo to be bolder and gutsier. And rather than using a traditional juice bottle profile, we chose a squatter, wider mouth jar both to differentiate the product on shelf – and enhance the satisfying mouthfeel.

    We also re-envisioned the Master Brand and messaging, product experience, package design, ecommerce site, consumer engagement and go-to-market strategies.

  • Brand Story & Messaging

    Brand Voice & Personality

    Visual Identity

    Package Design

    Advertising Campaigns

    Web / Ecommerce Design

    Consumer Engagement Strategy

    CRM

Text 'CHWCE' in bold black letters with a colorful dotted line underneath on a light gray background.
A promotional advertisement for CHWCE juice featuring a collage of three women running on a track in an empty stadium, with bold text emphasizing the natural and unfiltered qualities of the juice, and images of jars of red juice with labels.
A cyclist wearing a helmet riding on a dark road under streetlights with an overlay of text promoting a juice product called CHWCE, highlighting it as raw energy from fruits, vegetables, herbs, seeds, and nuts, in an unfiltered, unadulterated, and un
Product packaging of CHWCE juice jars, a shirtless man with boxing gloves in a fighting stance, and promotional text describing the juice as raw energy with fruits, veggies, herbs, seeds, and nuts.

Our campaign conveyed the rugged, raw, real taste experience for the hardcore healthy – those who believe that active nutrition is an invaluable tool to personal achievement. Those who Live Life Unfiltered.

Street scene with two women walking past colorful posters on a white brick wall. The posters promote fruit juice and smoothies, with phrases like 'Chew your juice,' 'So not a smoothie,' and 'Try to chug it. We dare you.' The wall is decorated with pa

Improve digestion.
Satisfy hunger so you eat less
Reduce tension.
Activate brainpower.
Chewing slowly has many health benefits.

Two jars of juice, one green and one red, each with a glass of the same juice next to it. The jars have labels that read 'CHWCE' and 'CHEW YOUR JUICE'.
Open magazine with a surfing theme on a light gray background. The left page features a surfing scene with a man riding a wave and green juice bottles, with large text reading "FOCUS [UNFILTERED]". The right page shows a surf photo with a surfer on a
Three smartphones displaying Instagram posts: left shows a jar of red juice labeled 'UNADULTERATED,' center shows a man holding a mountain bike with the caption 'FOCUS [UNFILTERED],' right shows a jar of green juice labeled 'UNSMOOTH.'
A jar of CHWCE juice with a label that reads 'Chew Your Juice' and surrounding colorful stripes, with the word '[UNADULTERATED]' on the left side of the image.
Green jar of juice with a white tag labeled 'CHWCE Chew Your Juice' and the brand name 'CHWCE' displayed on the left side of the image.
Underground subway station with three digital ads promoting unfiltered juice, featuring images of athletes water skiing, running, and cycling.

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