Okay so I’ll let you into a secret – Juice Soundsystem is my own brand!

You would think that designing your own brand would be easier than working for a client, but I’m a very hard taskmaster to please. I needed a brand that surfed the fine line between ‘professional, wedding/events DJ’ whom you could introduce to your mother-in-law and they not be too concerned, and ‘raucous club DJ’ capable of mixing drum n bass and high energy dance music you’d expect at a rave. Safe, yet edgy; reliable but not boring; naughty but capable of behaving themselves. Something different to the countless others providing the exact same service in a highly saturated market.

Added to this was my hypercritical eye, and also having a very fixed idea of how I wanted the brand to feel. I went for a sort of custom, scripted typeface which was clearly and deliberately chosen to echo that sort of early 90s New York hip-hop vibe. Think boom-boxes, baggy jeans and burst fire hydrants!
I brought this gently into a 3d style as if it were something you could hold, with it’s own texture. The single star communicates confidence without being too flashy (although I wanted to add about a million!), with a main background gradient that could be substituted for a brilliantly garish, semi-ironic gold I use on the vehicle vinyl and business cards.

As well as this, the website (both stylistically and in the copy) reflects these brand values. I have tried to limit the number of pages to only what is absolutely necessary, aiming for a clean spacious feel that isn’t too overwhelming. There’s even a page where you can listen to pre-recorded sets, which is the type of feature you might expect on the page of much bigger DJ s.