Juice Generation

Designing a Juicing Book for New Yorkers favorite Juice.

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For over 16 years Juice Generation has been serving up handmade, delicious, and nutritious juice to New Yorkers in Manhattan. Owner Eric Helms started the juicery in 1999 with one mission: create energizing raw juices for everyone in the city to enjoy. A natural next step for Juice Generation was to conceive a way for the world to learn of New York’s little juicing secret. Franchising was not in the cards for the juicer. In collaboration with many extraordinary talents, we created a beautiful book featuring more than 100 recipes. The book splits it focuses on juicing recipes and the lifestyle of juicing. The book's gorgeous images by photographers William Brinson and John Huba are inviting enough to persuade anyone to start juicing. Our concept for the book was simple: fruit, vegetables, superfoods, and juice are all beautiful - feature them!

This project was made with Juice Generation Founder Eric Helms and Creative Director Marc Balet.

Team
Tyler Mintz
Eric Helms
Marc Balet
William Brinson
John Huba
Cristina Vasquez
Elyse Connolly Inc.
Simon & Schuster
The Juice Generation Team

Our Role
Art Direction
Graphic Design
Book Design

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Distilling their 16 years of juicing wisdom, the book was created as a field guide anyone can use to find juice confidence at home. Using the green curve, the book is broken into three phases of juicing from beginner to expert.

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Commitment to a life full of juicing could be a daunting shift in lifestyle, but it doesn't have to be! Alluring photographs coupled with easy to follow recipes solves the dilemma, walking users through a 100-day juicing cycle.

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Our strategy was to deliver a realistic window into the juicing lifestyle. The book was designed to echo it's mission: convert ordinary people into juicers by showing joy and beauty and explaining the flavor and taste.