Organic Avenue.
Organic Avenue was growing fast, launching new products and experimental locations faster than the brand itself could keep up. I started with research and development, going deeper than a logo or color palette to redefine who they actually were and reset their place in the health food market.
The old story was simple: juice and smoothies. The real one was bigger. Salads, sandwiches, soups, made to order, grab and go, a full healthy food destination, not a juice bar with a wider menu. The brand needed to catch up to what the business had already become.
That meant rebuilding culture from the inside first, then carrying it outward: I redesigned interior spaces, signage, and messaging throughout every location, scaled up their social presence, and built new ways to purchase ahead of the on-demand curve, years before DoorDash made it standard.
I took the brand from something simple and truly clean to a place that defines their value and connects with the people who want to stay healthy and fueled, but in a better way.
The result: a brand redefined from the inside out, real culture, real menu, real locations, built to scale ahead of where the market was headed.
