Studio Juice

Rum is in the middle of a renaissance. In fact, demand for premium rum is currently higher than in any other spirit category. Among the new wave is Vapoura Rum, a premium English brand that honours the best of tradition while putting a contemporary spin on one of the oldest spirits in the world. Made in England from start to finish, their liquid is produced, distilled and bottled in a distillery within the peaceful lull of the countryside. To do their ‘English Rum Story’ justice, we worked with the Vapoura team on all aspects of brand creation. This allowed us to tell a consistent narrative from start to finish, from identity and strategy through to bottle and packaging design. A bold moth logomark leads the identity, in line with a brand world that plays with the contrast between light and dark. This ‘traditionally untraditional’ approach continues through to the packaging, which uses materials such as reeded glass, burnt wood, sumac and copper. The result is a truly unique perspective on the category – one that broadens perceptions of how rum is enjoyed today.

If you were at a festival or party this summer, chances are you’ve seen a few cans of DRTY Vodka Seltzer out and about… It’s safe to say the brand has had a massive few months. Since their brand and packaging refresh launched, their vodka seltzers have been in more hands than ever. Together, we wanted to make the mouthiest hard seltzer brand in the world. A brand identity and tone of voice that was down for anything, here for a good time, classically British in attitude and, well, DRTY. They're now the no.2 hard seltzer brand in the UK with an impressive >40% growth in the off-trade – and with a brand new tequila seltzer on the shelves, they’re only getting started… Our design approach for this new product was to expand the world of DRTY, adding contrast to the existing vodka seltzer range while making it unmistakably part of the same family.

A characterful brand refresh for Howling Hops that draws on Hackney Wick’s artistic spirit. The independent East London brewery has grown in profile over the years, but Howling Hops are still the same free-thinking experimentalists they’ve always been. So, how do you bring harmony to a beer range built on innovation, while still holding on to the brewery’s free spirit? Their refreshed identity does exactly that, with a look and feel that’s as wild and free as their ‘anything goes’ brewing ethos. The new Howling Hops logomark, built from custom characters, puts the brewery’s bold personality front and centre. This continues across the brand’s packaging design, with a cast of quirky and lovable characters taking over each of their beers.  Special thanks to illustrator Delphine Durand, who Howling Hops commissioned to imagine these beers in her distinct style, leaning into all things wild, weird and wonderful.

Huntsville, Alabama. The city that put man on the moon. A piece of blues, soul and rock & roll history. And now the home of The Orion Amphitheater. Since opening, The Orion’s stage has been graced by the likes of Stevie Nicks, Snoop Dog and Lana Del Rey. But long before its doors opened, it was clear that it needed an identity worthy of its ambition. The process, which began in 2018, was a long-term collaboration with tvg hospitality from pitch to launch, spearheaded by CEO Ben Lovett and Managing Director Ryan Murphy alongside the city of Huntsville and Mayor Tommy Battle. The result is an ode to Huntsville’s legacy of space exploration, as well as the ancient Greek architectural style that the venue is modelled on. This balance between sheer scale and warm accessibility is what lies at the heart of the venue, which has become a major player in the city’s story.

A centenary campaign for The Duke of Edinburgh's International Award Foundation that celebrates young people’s infinite potential. Since 1956, The Duke of Edinburgh's Award has given young people around the world invaluable opportunities to challenge themselves and grow as individuals. In honour of the late HRH Prince Philip's 100th year, we worked with the Award’s team, including HRH Prince Edward, to create a campaign that would reaffirm DofE’s importance for the youth of today. The idea of ‘infinity’ defined our strategic approach, allowing us to honour the Award, its founder and their combined legacy under one simple umbrella concept. This was paired with a campaign identity that captures DofE’s spirit of self-improvement, combining prestige with a fresh and contemporary approach. Rolled out across more than 130+ countries within The Duke of Edinburgh's International Award Association, it gives the Award a clear proposition as it continues to make a fundamental difference to young people for decades to come.

To celebrate Team GB’s Rose Harvey making her Olympic debut at Paris 2024 this Sunday, we’re throwing it back to our shoot together with PUMA Running. Showcasing the Deviate Elite Nitro Racer and Velocity Nitro 2, it marked the start of PUMA’s partnership with the long-distance runner – now officially an Olympian. Client: PUMA Running Art Direction: Studio Juice Production: SJ Film Photographer: Andrew Whitton

Mouth-watering content that you can drink with your eyes. That was the approach behind our art direction for Stella Artois as part of a wider series of projects with the brand. The team set us the task of creating mesmerising content that would hero their distinctive brand assets and define the brand’s take on premium. Together we struck a delicate balance: perfectly imperfect, romantic but real, aspirational yet accessible. Diffused, atmospheric lighting set the tone as we laced the everyday with just enough style – the perfect amount of foam overflowing, the ideal amount of condensation, the most pleasing angles. This subtle yet precise attention to detail is what defines the art direction, driving desirability by romanticising the product in the most eye-catching, mouth-watering way possible.  Drinks Photographer: Rob Lawson

La Ligne LLC and Away have declared this summer ‘the summer of the stripe’. Combining La Ligne’s eye for effortless style and Away’s sense of escapism, their collaboration is all about the transportive feeling of summer, whether it’s a beach escape or your day-to-day. It felt natural to celebrate both of these ideas with our ‘Souvenir’ tee and cap design, drawing inspiration from the French Riviera – a visual world that’s both playful and sophisticated. We’ve been working with New York fashion brand La Ligne on special projects for years, ranging from editorial and merch designs to store fronts under various guises. When they came to us with an opportunity to contribute to this capsule collection as part of their collaboration with Away, the pairing made perfect sense. Campaign photography: Micaiah Carter courtesy of La Ligne.

A legendary Los Angeles theatre with nearly a century of history. An identity that brings that story into today. Over the years, L.A. has seen many of its iconic movie palaces boarded up, torn down, or converted. The United Theater on Broadway doesn’t just buck the trend – it stands tall. As part of its acquisition by Form & Work, we were tasked with creating a bold visual identity for its latest chapter. Influenced by the building’s Spanish-gothic architectural style, we used ornate graphic elements to celebrate talent, along with dramatic typography that replicates the auditorium’s majesty. Further inspiration came from sixties and seventies psychedelia, nodding to the West Coast in a way that feels resonant today. This is reinforced by the brand proposition, which is driven by the belief that it’s not just about who’s playing, it’s about where they’re playing too. It’s summed up in the tagline ‘Live in Los Angeles, United on Broadway’ – and with an identity that puts this building’s unique character front and centre, it’s not hard to see why.

How do you design a uniform that everyone wants to wear? We collaborated with culinary superstar Mario Carbone on a capsule collection for Carbone Fine Food, paying tribute to the people who deliver their restaurant-famous sauces across America. Inspired by Mario’s deep love of fashion, the idea was to create workwear from a lifestyle lens, with a design story that pays homage to NYC culture and Italian heritage. This five-piece collection adds to the Carbone brand world and builds on its iconic reputation, not only in the food world but in popular culture too.