WHAT MAKES A $19 SMOOTHIE FEEL ESSENTIAL
An interactive scroll story on how Erewhon prices status. The piece takes apart the brand's positioning at the intersection of health, status and California lifestyle, asking why a $19 smoothie reads as a necessity to its customer rather than an indulgence, and how scarcity, ingredient language and store design do that work.
What I took from it: people pay for what a purchase says about them. The product is the smallest part of the price.
Coursework, VIS 207 Intro to Graphic Design, 2025
Concept, research, editorial design, prototype | Figma
