The Fruble project originated from the realization that there were few juice bars in my area. I decided to create a fictional juice bar brand, focusing on fresh and playful juice offerings. The name "Fruble" emerged as a blend of "fruit" and "blend," capturing the brand's essence with a bubbly and approachable tone. The primary target audience for Fruble was university-area teens and young adults.

To begin the branding process, I focused on common juice-bar elements such as cups, straws, fruits, and tools. By sketching these elements, I noticed that a cup shape resembled the "U" in Fruble. Using negative space, I designed a cup shape out of the letter "U" and added a boba straw for clarity.

With the icon established, I used it as the foundation for the wordmark. I designed a custom typeface to complement the icon, creating a monospaced, modern look with friendly and welcoming characteristics. To enhance the friendliness of the design, I rounded the harsh corners of the typeface.

The color scheme features an irregular gradient, representing the blend of different ingredients used in the juices. This gradient supports the brand's visual identity and emphasizes the blend of flavors that Fruble offers.