Squeeze Me Softly is a juice bar that has the look and feel of an actual bar. People go there only for non-alcoholic beverages. The branding consists of a logo, outside store graphics, menu, coasters, and business cards. Squeeze Me Softly is meant to have a flirty feel to it. The fruit aspect enhances the sexual appeal, which will attract customers because of the interesting experience. The main focus was to stay away from the cliche “health” concept of juicing like most brands do, but make the brand about the experience and not just the product.