It's rare to meet a group of people who embrace their own culture to the degree that the boys and girls of The Juicery do. But in the early post pandemic recovery, The Juicery business was struggling. Once a pioneer of cold pressed juices, the rest of the industry had caught up, and cold pressed juices could be found on supermarket shelves across the Nordics. Tasked with squeezing (pun intended) the essence from The Juicery team, SDG set about exploring the possibilities of how to keep The Juicery culture alive, while transforming the business and brand to encompass a broader range of similarly healthy living services and products.

Great culture deserves a great manifesto
Through a couple of intense and energetic workshops, the Mash and SDG teams carved out a clear direction for Mash – The sustainable living lifestyle brand. A rich tone-of-voice set the tone for Mash's manifesto and their 5 Rules for Living. The Mash Manifesto documents the brand's culture and way of working and is used to inspire an align and support the company's culture for yeard to come.

Cross category Design
True to its name, Mash mixes anything from boxing to smoothie bowls and yoghurt to yoga. The Mash visual identity is based on a lively colour palette and abstract shapes designed to provide a good variation of energetic and dreamlike aesthetics while being relevant to the wealth of Mash services and products.