Dark blue logo with the text All Friends Beverage in all caps and an icon of a fork and straw crossing into an x

The Client:

All Friends Functional Beverages

All Friends Functional Beverages are more than just a juice product; they’re a vibrant journey through time with nostalgic tastes, but made as a better-for-you-beverage. Not only are these juice concentrates powerful in flavor, but they’re powerful in benefits. Packed with vitamins, antioxidants and electrolytes, these colorful juices are low in sugar and yet still delicious. Inspired by the carefree spirit of the past, we’ve crafted a brand that resonates with Gen Z while catering to the B2B needs of restaurants. Let’s dive into the details:

1970s Aesthetics Meets 1990’s Vibes
Remember the funky patterns, bell-bottom pants, and disco balls? The 1970s were an era of bold self-expression, and we’ve infused that energy into All Friends. Our design elements pay homage to the groovy days of vinyl records, roller skates, and lava lamps. Expect vibrant color palettes, playful fonts, and a touch of retro rebellion. The ’90s were an era of slap bracelets, neon windbreakers, and Tamagotchis. All Friends embraces this nostalgia with open arms. Our brand elements wink at those stickers you would buy in the machines but never actually stick on anything, and our packaging channels Lisa Frank… It’s like sipping your favorite juice while listening to a mixtape on your Walkman.

The Project

  • Brand Strategy
  • Logo and Brand Design
  • Copywriting
  • Custom Website
  • Photography Creative Direction
  • Packaging
  • Marketing Materials
  • Social Media 
  • Iconography
  • Tradeshow Booth
  • Videos

Gen Z Restaurant Patrons
Our primary focus? The Gen Z crowd. These digital natives thrive on authenticity, crave experiences, and appreciate brands that speak their language. All Friends isn’t just a beverage; it’s a lifestyle choice. Whether they’re hanging out at a local café or snapping Instagram stories, Gen Z patrons will find comfort in the throwback aesthetic of the brand, and love the authentic better-for-you ingredients.

Restaurants as Partners
All Friends isn’t just about individual consumers; it’s about collaboration. While the direct target audience for AF is the restaurant owner, we took the branding a step further to attract and speak to the restaurant’s target audience, hence where Gen Z steps in. These establishments want to bring in the Gen Z diners who seek more than just a meal—they want an immersive experience, to know they’re doing good and to have healthier options. The All Friends carton is the first and only plant-based carton in all of foodservice in the U.S., so not only are customers drinking a beverage that is better for them, but it’s better for the planet, too. Additionally, by serving All Friends Functional Beverages, restaurants tap into a trend that resonates with their core audience.

The Icon

The icon is representative of the culinary innovation of these beverages. They have been formulated to compliment the food you pair them with. For example, Strawberry Hibiscus pairs well with BBQ and salads. Mango Chili pairs great with Indian food, etc. This is an innovative approach to beverages, which happen to be the biggest profit margin and yet the largest gap in most of the restaurant landscape.

Website Design

All Friends Homepage


Merch & Products