For JOE & THE JUICE’s 20th anniversary, a bold, hand-illustrated artwork has been created to celebrate two decades of energy, flavour, and community. Designed with a fresh, contemporary edge, the piece is a visual love letter to everything JOE - honouring the brand’s roots while pushing its creative boundaries. Staying true to JOE's distinctive visual identity, the artwork blends hand-drawn elements with JOE's vibrant, modern colour palette that feels both raw, unique to the brand, and refined.

The design is packed with Joe-themed motifs and playful, thought-provoking concepts that speak to the brand’s independent spirit and global appeal. Each detail has been carefully considered - from expressive linework to stylised characters and iconography that reflect JOE’s bold attitude, diverse culture, and inclusive values. The result is a richly layered composition that feels alive with movement and meaning.

More than just a visual statement, this artwork is a storytelling tool that invites customers into JOE’s world. Its versatility makes it the perfect asset across all of JOE's signature pink coffee cups across the UK and beyond, whether it’s shared on social media, featured on in-store packaging, or printed on limited-edition merchandise. The final design is an unapologetically indie celebration - vibrant, inclusive, and unmistakably JOE - bringing the brand’s unique spirit to life in every line, colour, and concept.