Juicebrothers Utrecht | Jeroen Vester

Juicebrothers makes fresh daily juices using a method of cold-pressing that captures most essential vitamins, minerals, and enzymes, and preserves the natural flavours of the fresh produce. They opened their first store, designed by Ninetynine, in Amsterdam in 2015. While launching another eight stores in the Netherlands since, the concept slowly developed into a combined product offer of ready-to-take and freshly-made items. With their new slogan “We make you Lifeproof”, Juicebrothers reveals their new mission: bringing the magical superpowers of cold-pressed juice to as many people as they can.

Design concept

A new store in Utrecht was the first opportunity to bring the new brand identity to life. Ninetynine developed the current interior concept as a bright and fresh design in which both product groups, take-away and freshly-made, are displayed.

Passers-by are seduced to enter the corner store by a big, built-in refrigerator that showcases the brightly coloured juices, shots, and take-away products. At the cash desk, customers can decide whether they also want to order any freshly-made items. The separate fresh counter displays the ingredients and is also used to prepare bowls, smoothies, and vegan snacks. A light bamboo retail station offers a selection of products, while simultaneously organising the customer flow. The venue offers people the option to eat in on bench seating or high tables along the facades, and suspended pill-shaped planters hang above both to enhance the fresh and active atmosphere.

An L-shaped wall, cladded with laser-cut plywood, ties all functions together. The green niche combines the refrigerators with screens that feature details of all ingredients, while a white-tiled kitchen-like niche incorporates the menus, back counter, and access to the back-of-house area. By positioning the fresh counter by the facade passers-by can sneak a peek at the Juicebrothers’ fresh approach.

The material palette of the new store design combines bright and natural tones with the newly introduced brand colours while keeping the original Juicebrothers green on board.

MATERIALS

Walls: Ducta Plywood

Tiles: Mosa, 10x10cm

Paint: green, warm white

Ceiling: Paint: warm white

Floor: Tiles: CE.SI, Fullbody. Cloro, 10x10cm

Fixed furniture:

Service station, table, bench: Moso, bamboe natrurel, meubelplaat

Counter: grey Viroc with withe marble top

Counter: painted wooden slats with withe marble top