The project brief was to develop a new retail concept and form of identity branding for a chain of fruit juice stores that focused on the sale and “fast food production” of fruit and vegetable juices, smoothies and blends. During the course of our research, market evidence suggested that a predominately female niche market existed and hence a retail identity that portrayed a feminine, organic and curvy nature of self expression evolved. The materials selected for the final design aimed at replicating the textures found on fruit skins and largely concentrated on the differing layers of a cross-section of a single piece of fruit. The funky nature of the free form counters were produced by combining alternating, vibrantly-coloured upholstered vinyl fabric trim to white, lacquer-finished custom wood counters.