Soul Juice | From Vision to Vibe: Building a Brand That Feels as Good as It Tastes

Client: SoulJuice Location: Tiverton, Rhode Island Industry: Food and Beverage, Health and Wellness Services: Brand Strategy, Logo Design, Visual Identity, Marketing Collateral, Social Media, and Email Marketing

Overview

Before SoulJuice opened its doors, the founders reached out to BOATS with a simple idea: create a juice bar that radiates positivity, wellness, and joy. What they needed was a brand identity that could translate that energy into something customers could feel from the moment they saw the logo to the moment they took their first sip.

They wanted a brand that wasn’t just clean and healthy but soulful, approachable, and community-driven.

Our Approach

At BOATS, storytelling always comes first. We began by understanding the heart behind SoulJuice’s concept—why they wanted to bring wellness to their community and what emotions they hoped to evoke. From there, we built a foundation around three key pillars: vibrancy, authenticity, and connection.

Brand Identity Development

When Soul Juice came to us, their logo didn’t reflect the vibrancy or clarity of their mission. It lacked contrast, adaptability, and a sense of energy. We reimagined the brand from the inside out—crafting a logo and color system inspired by freshness, wellness, and warmth. The result was a visual identity that feels modern yet organic, aligning with their “Fruit Farmacy” message. Every design choice—from the bright citrus tones to the clean, rounded typography—was created to embody vitality, authenticity, and purpose.

Visual System and Marketing Materials

To make the experience seamless from store to screen, we designed every touchpoint. That included menus, cups, loyalty cards, uniforms, and signage, all aligned under a unified look. Each piece worked together to build recognition and trust while reinforcing the brand’s upbeat personality.

Digital Strategy

BOATS developed a full social media and email marketing plan focused on community engagement rather than just sales. The strategy blended educational content, storytelling, and lifestyle imagery to create authentic relationships with followers and turn casual viewers into loyal customers.

Results

SoulJuice launched with a strong and recognizable brand presence that immediately stood out in the local wellness scene. Their visual identity and consistent tone helped them gain early traction on social media, leading to a growing Instagram following and organic engagement from the community.

Their story also caught media attention, earning them a feature on NBC10. More importantly, they built a customer base that felt emotionally connected to the brand and what it represents.

Why It Matters

This project reflects what BOATS does best—transforming vision into story and story into strategy. By combining thoughtful design with emotional storytelling, we helped SoulJuice go from concept to a thriving, recognizable brand rooted in purpose.