[keaton] phase 4

modern agriculture and corporate industry's involvement with food in the western world have generated many issues. in recent history, we moved from eating seasonal locally sourced foods, to processing, packaging, and transporting them globally. the adoption of industrial models of mass-production applied our food left us with profit-centered thinking—tied with convenience—and  lacking any concern for nutritional content. these foods actually take away from health rather than give to it. what matters now to "big food" is shelf-life and generating it cheaply. when this model is applied to conventional agriculture as well, it leaves us with year-round unseasonal produce which has been transported by fossil fuels, chemically boosted with man-made corporately funded fertilizers, and are nutritionally deficient organisms. even worse, is this produce is consumed out of season, leading to thinking that just because it is fruit that it is healthy, creating an overindulgence in fructose that our bodies were not originally rigged for because those fruits were only available for consumption for a few weeks or months out of the year.

what every single community needs are farms that practice traditionally organic methods that leave the earth and our bodies intact. what they also need is a way to utilize those resources and have an easily accessible way to consume them.

seasonal squeeze offers a return to a model of community supported agriculture and bio-regional consumption. this a juice bar utilizes seasonal and local organic produce sourced directly from the surrounding community as opposed to a bottled up imposter sourced from different parts of the world. this juice is only from kansas city, and only from in-season produce—meaning we're closed half of the year. our juice bar has an element of diy, with the offering of a self-customized experience by choosing produce and pressing it personally. there are a large variety of energy giving flavorful combinations. seasonal squeeze! organic, local, self-pressed kansas city juice bar.

[focus] context: looping animation in store logobuild: two leaves rise, logo fills up like a glass of juice. the color of the juice shifts from green to orange, as a drop orbits the carrot-shape to allude to the sun and earth. concentric stirring of the juice further communicates seasonal cycles. the brandmark is stirred away to reveal the daily special. the daily special is stirred away, and the animation is looped. the audio is leaves and wind that when looped reinforces seasonal cycles.