Jamba juices up image with new prototype design

In a bid to streamline its brand's image, smoothie and juice specialist Jamba Juice has added a new prototype design to its mix, featuring a streamlined kitchen, colorful art and a more inviting atmosphere.

Marking Jamba's first effort to develop a chainwide prototype since the company was launched in 1973, the remodeled Cupertino, Calif., location opened in late August. The new prototype features a revamped interior that focuses on Jamba Juice's core values of fun, integrity, balance, empowerment and respect. According to the company, the new design is intended to embody the image of an active lifestyle and a healthful diet.

"The vision of our company is really about enriching people's lives, helping the mainstream to get on their way to having five servings of fruit and vegetables a day," said Kirk Perron, Jamba Juice's founder. "Jamba is health food in disguise. The new store design provides a positive uplifting feel to it."

With more than 350 units, San Francisco-based Jamba Juice specializes in its own smoothie blends, such as the Jamba Powerboost, which features freshsqueezed orange juice, sorbet, frozen strawberries, bananas and raspberries blended with ice and a special vitamin booster. In addition to smoothies, Jamba Juice offers customers a wide assortment of juices and healthful snacks as a nutritional alternative to fast food.

Jamba Juice needed its stores to appeal to the chain's varied customer base of both healthconscious consumers and those customers simply wanting a fresh treat. Hornall Anderson Design Works and GGLO Design Inc., both...