Why Juice?

Why Juice? is a cold pressed fresh juice shop and one of NON-GRID's approaches to produce “stories” and “products”, to engage “people” and “society” with design. NON-GRID with Tadahiro Gunji designed the whole shop including its concept, menu, interior, logo, website, and packaging, and also runs the shop. A monotone design rule underlies the entire concept to optimize the colorful expression of fresh juice. The visual identity is designed with an organic font and non-uniform structure to blend in with the natural color of fresh vegetables and fruits. We also plan and run projects that bring together agriculture and the city. The Farming and Art Exhibition is a project that brings agriculture closer to the city through art, partnering with farmers and artists who provide fruit and vegetables for juice.