Since its acquisition of Jamba Juice last year, FOCUS Brands has been working on a comprehensive brand evolution for the nearly 30-year-old chain.

Jamba Juice will now simply be known as Jamba, with the new tagline “Smoothies, Juices and Bowls” to reflect its array of offerings. The chain will also undergo a nationwide brand refresh.

“We’re staying true to our heritage as an innovator in the space and refreshing the brand to stay focused on how we can make it easier, better and faster for guests to live a more active lifestyle,” says Jamba’s President 
Geoff Henry.

Jamba’s revamped menu includes a focus on whole-food ingredients that are free from high fructose corn syrup, artificial sweeteners, artificial flavors and artificial colors. New menu additions will launch throughout 2019, including expanded plant-based options, reduced-sugar selections, nutritious breakfast additions, seasonally inspired items and more. Guests can expect to see new packaging and store signage beginning later this summer.

Jamba interior designJamba's new interior design.

The new logo and whirl icon is a modern interpretation of the Jamba logo and features clean, handwritten script and a new emerald green brand color. Existing store remodels will begin adopting the new look and logo later this year.

Also starting this summer, new Jamba locations will have a modernized design to include the chain’s new logo and whirl icon. The new design will strive to create an authentic and approachable ambience inspired by the chain’s local juice shop roots. It will include modern touches such as the use of light woods and freshness cues to showcase the fresh ingredients going into every smoothie, juice or bowl.

Additionally, Jamba is revamping its e-commerce platform to be more responsive, easier to access and faster. The chain is releasing a new mobile-friendly website and app geared to the on-the-go guest who is looking to access Jamba anywhere.