Tropical Smoothie Cafe Unveils Brand Redesign by JKR Global
Tropical Smoothie Cafe, a fast-casual chain established in Florida in the early 1990s, has undergone a thorough rebranding by JKR Global. This redesign emphasizes the chain's Florida heritage while adopting a modern visual style. At the heart of the new branding is the "Palm T" icon, which creatively represents the letter T using palm trees, symbolizing the brand's tropical roots. The updated color scheme includes Palm Frond Green and Sunset Orange, enhanced by vibrant illustrations, motion, and photography. This overhaul affects all brand elements, from the logo and packaging to uniforms and digital interfaces. JB Hartford, Executive Creative Director at JKR, remarked that the café experience evokes a tropical feeling, which the rebrand aims to convey. This initiative follows the brand's growth and private equity acquisition, positioning it strongly in the post-pandemic fast-casual landscape. The project was recognized by PRINT Magazine.
Key facts
- JKR Global designed the new brand identity for Tropical Smoothie Cafe.
- The redesign returns the brand to its Florida roots with a contemporary visual language.
- The "Palm T" icon—a T shaped from palm trees—serves as a recognizable brand shorthand.
- The color palette includes Palm Frond Green and Sunset Orange.
- JB Hartford is Executive Creative Director at JKR.
- The brand was founded in Florida in the early 1990s.
- The rebrand follows the brand's acquisition by private equity.
- The identity spans logo, packaging, uniforms, cups, paper bags, and digital platforms.
Entities
Artists
- JB Hartford
Institutions
- JKR Global
- Tropical Smoothie Cafe
- PRINT Magazine
Locations
- Florida
- United States