Grip is a fruit and vegetable juice retail chain based in Florida offering all-natural nutritional boosts and supplements. Inspired by competitive sports brands and healthy lifestyles, the brand identity celebrates the dynamic energy and emphasis on health and personal empowerment. How do you take a generic product such as naturally squeezed juice and differentiate it so that it will engage consumers to appreciate the brand beyond its functional attributes?


The strategic insight was that Grip Health Drinks seeks to promote self-empowerment and self-control as approaches to living a healthier lifestyle. Grip is a dedicated "human potential station," providing consumers with the right nutrition to help them improve their physical condition while restoring peace of mind. The tagline, “Get a grip on your life,” serves not just as a marketing message, but also as a reminder of helpful wisdom.