The Opportunity: On the verge of opening a second location, Tony Reall and David Edwards, co-owners of East Nashville's popular Fresh Blends Juice and Smoothie Bar, wanted to enhance their brand and prepare their business for growth.
The challenges included separating Fresh Blends from area smoothie bars, promoting their health-conscious menu and locally grown wheatgrass, emphasizing the company’s “green” practices (i.e. composting leftovers and offering biodegradable cups) and promoting the opening of a second location – all on the start-up’s shoestring budget.
The LTC Approach: In order to position Fresh Blends as not simply a “juice bar” but part of a healthy lifestyle, we helped Reall and Edwards build an e-mail marketing database and create a monthly, subscriber-based newsletter providing health tips, community features, coupons and contests to foster brand loyalty.
In addition, we helped them transition Fresh Blends into a more professional, customer-friendly brand by refining the logo (to make it more recognizable across different media platforms), updating their in-store signage to make it easier to read and choosing a color palette that better reflected their mission – one featuring shades of green.
The Results: We successfully fine-tuned the Fresh Blends brand, giving its logo and supporting materials a more sophisticated, professional look – one in tune with its commercial competitors.
Release date: Summer 2009