Role: Copywriting, Concept Development
Agency: Essen International
SqueezedUp is a Swedish high-end restaurant chain focused on healthy foods. They had all the right intentions with their service but their branding remained not far from that of a startup juice bar.
We wanted to tell the story of honest and natural food, like it hadn’t been told before: directly, simply, honestly. No fuss, just good storytelling and good design. We wanted to create a brand that people could relate to yet still look up to and feel inspired by. Our goal was to highlight SqueezedUp’s true purpose: respect for nature and for great ingredients.
Essen partnered with SqueezedUp to develop a new brand strategy, identity, retail concept, site, app, brand video, packaging and communication strategy.