New England Juice Co. began as a personal exploration into what it would take to build a regional juice brand rooted in the culture and seasons of New England. After years working in the Boston restaurant industry and developing a strong interest in healthy food, I started shaping this concept as a potential business. The goal was to create an identity that felt fresh, local, and playful while still polished enough to stand alongside national beverage brands. It is the only self-initiated project in my portfolio and reflects how I approach brand building with an entrepreneurial mindset.

I designed a logo built around a leaf symbol representing the four New England seasons and extended it into a flexible color system, packaging concepts, social content, and merchandising ideas. My background in hospitality and consumer behavior informed the creative decisions, ensuring the brand could feel credible both on shelves and online. The project was paused when the pandemic hit and I moved out of Boston, but it remains one of my favorite explorations because it shows how I develop branding systems that could scale into real businesses if pursued.