Juice Festival was a new annual festival celebrating the creativity of children and young people in the Newcastle and Gateshead area. It is a multi-arts festival in cultural venues, libraries and public spaces featuring dance, performance, exhibitions, workshops as well inclusive events for children, young people and families with additional needs.

The identity for the festival was designed to reflect its eclectic nature, featuring both classical performance and contemporary installations and art themes. It uses both traditional serif and a modern rounded sans serif typefaces to visually represent this. The 'j' graphic used in the logo and as a graphic throughout was drawn to blend the two styles of font into one simple, distinctive shape.