Fairway Market | Fruit Juice | Label Design

Fairway Market, the iconic New York City grocery chain, asked my team to explore a new label design for its fresh-squeezed juice line. The challenge was to refresh the packaging while preserving the familiar visual character customers already associated with the Fairway brand.

Working with existing brand elements—including the decorative Fairway logo lockup and New York City skyline—we developed a range of beverage label concepts that moved from nostalgic and heritage-inspired to cleaner, more contemporary directions. Each approach explored a different balance of typography, color, fruit imagery, and established brand cues.

The result was a broad packaging exploration showing how an established grocery brand could modernize a product line while retaining the personality, recognition, and unmistakable New York character that made it distinctive.