Two Booster drinks held together in a bright everyday moment

The Brand

A living system for transparent daily nourishment.

1. Brand Foundation

The Core

Booster Source repositions Booster Juice from an occasional smoothie stop into a transparent daily nourishment brand: useful, visible, responsible, and built around everyday routines.

Mission

Reposition Booster Juice as a daily nourishment brand with clearer nutrition, visible sourcing, and more responsible systems.

Vision

Become Canada's most trusted and transparent daily nourishment brand.

Purpose

Help people make better daily food choices by showing what nourishes them, where it comes from, and how it is made more responsibly.

2. Guideline System

Primary Destinations

Strategy Mission, audience, positioning, sustainability, and the four-pillar strategic framework. Open Section Voice Tone, language patterns, useful rewrites, and practical messaging rules. Open Section Visuals Logo, colour, typography, packaging, photography, icons, ads, and interface design. Open Section Gallery Curated applications, mockups, photography, UI previews, and artifact needs. Open Section

Visual Preview

Booster wordmark

Primary Wordmark

The main identifier for brand recognition, digital headers, and high-visibility touchpoints.

Booster high-fidelity packaging mockup

Packaging System

Transparent surfaces and minimalist labels let the vibrant, natural product color drive visual richness.

Booster brand application on packaging

Material Integrity

The identity system scales across paper and material touchpoints with consistent discipline.

3. How To Use This Site

For Design Work

Start with the Visuals section. Use the logo rules, colour modules, type testers, packaging guidance, and artifact lists before producing new campaign or product work.

For Strategic Work

Start with Strategy and Voice. The system is grounded in clarity, nutrition visibility, sourcing transparency, and responsibility that can be proven in real touchpoints.