Super Natural Goodness

Cali Press’s mission has always been to transcend the idea of ‘health food’ — proving that nourishing food and drink can look great, taste amazing, and amplify the feel-good vibes.

We kicked things off with a brand audit across stores and touchpoints, then set out to elevate the Cali experience from the inside out — weaving in a fresh visual identity, a clear voice, and a renewed sense of energy and cohesion across every part of the brand.

The Challenge

The stage was already set: a loyal community, a network of retail stores, and a scratch-made menu held to super-natural standards. But the full story wasn’t being told.

There was no clear messaging framework to unify communications across venues, packaging, merch, and digital channels. The brief was to reshape Cali’s narrative, develop an immersive visual identity, and help the brand show up with greater meaning and connection.

Visual Identity

The new identity taps into Cali’s signature feel-good energy, blending American West Coast cool with Sydney coastal optimism.

We developed a flexible brand world anchored in ‘vibey’ gradients (inspired by beach-to-desert colour palettes), organic linework, and typography that feels free-spirited yet considered. The system was designed to be easy for the Cali team to use across content, in-store assets, and product packaging — allowing for consistency without rigidity.

From coffee cups and juice bottles to wall graphics, every touchpoint was considered for its role in shaping the customer experience. We also introduced staff merch, not just as a uniform but as designed pieces that foster team pride and are made to be worn beyond the store.

Messaging

We created a messaging platform anchored by the brand proposition: Super Natural Goodness — a phrase that reflects both the quality of Cali’s ingredients and the energy it brings to everyday life.

The tone is casual, confident, and considered: wellness without the woo-woo, and positivity without the fluff. Key pillars like Radically Real, Cali Vibes, and Feel Good Tribe guide all future brand comms.

The platform also brought Cali’s food credentials to the forefront, from scratch-made prep and ethical sourcing to a nutrition-first menu, building trust and connection through radical transparency.

Result

“Since partnering with Squad in December 2022, we’ve taken Cali Press to the next level — expanding across Sydney with new stores in Quay Quarter Tower and Chatswood, and refreshing our original Eastern Suburbs locations. The new identity system has been a game-changer, supporting our growth, energising our team, and laying the foundation for what’s next.”

— Blair Armstrong, Co-Founder, Cali Press