Juicy Foods is a Brazilian food brand identity by Victor Berriel: condensed black wordmark, hand-drawn red marks, and a sharp secondary tech UI language.

This food brand identity runs on a two-element contrast. JUICY in condensed black sans fills nearly the full frame — letterforms close to bleeding — and a diagonal red sticker bisects the C and Y before anything else registers. BerrielBrands then layers three hand-drawn marks across the food brand identity system: a crown scrawled over the U, a lightning bolt cutting through the wordmark, and a looping smile icon. Grey corrugated packaging keeps the ground neutral; the red scrawl is the only color, so it reads as intentional annotation rather than decoration.

How BerrielBrands Built a Food Brand Identity Around Two Competing Visual Languages

The second layer is where the brief gets interesting. Victor Berriel pulls from tech UI — HUD frames, monospaced loading copy (SYSTEM LOADING: JUICY MODULE V.2.0), QR code grids — and drops them over extreme macro food photography shot on near-black. The food brand identity argument is that a Brazilian kitchen brand and a software product can occupy the same visual register. The solid red shopping bag — white type at scale, letterforms nearly touching all four edges — closes the loop: stripped of the tech references, the type alone holds.

See the full food brand identity project by Victor Berriel / BerrielBrands on Behance.

Juicy Foods food brand identity condensed black wordmark with red diagonal stickerJuicy Foods food brand identity grey corrugated packaging with red hand-drawn scrawlJuicy Foods food brand identity packaging system carry boxes and flat pizza lidsJuicy Foods food brand identity HUD tech UI panels over extreme macro food photographyJuicy Foods food brand identity solid red shopping bag white condensed type bleeding to edgesJuicy Foods food brand identity hand-drawn crown lightning bolt and smile marksJuicy Foods food brand identity red tech UI grid overlay on near-black food photographyJuicy Foods food brand identity BerrielBrands full system overview