Pressed Juicery Uses Art Exhibits and Digital Media to Celebrate Black History Month

For Black History Month, Pressed Juicery is showcasing three artists through its packaging and a multi-channel marketing campaign. This initiative reflects the brand’s commitment to recognizing and celebrating the creativity, culture, and contributions of Black artists while making a meaningful impact.

Artists Cortney Herron, Sydnee Bethel, and Julian Jamaal Jones’ work are transforming juice bottles into canvases with limited-edition designs that celebrate their unique styles and stories. The brand’’s goal is to not only showcase Black artists but to support them in a way that extends beyond Black History Month.

Andrei Najjar, Senior Vice President of Marketing at Pressed Juicery, stated that the company aims to do more than launch a new product. Najjar said the goal is to make the community feel appreciated, seen, and inspired, including guests, employees, and artists. As Najjar explains, these bottles represent Pressed Juicery’s ongoing commitment to championing diverse voices and causes.

“If we can foster connection, conversation, and continued support for Black artists and wellness initiatives, then we’ve succeeded,” said Najjar. “This initiative isn’t performative; it’s a [reflection of our values].”

Pressed Juicery will utilize multiple touch points for the launch to highlight the featured artists. In-store, consumers will find striking signage that showcases the artists’ work. Digitally, the campaign will span the brand’s website, social media, email marketing, and targeted paid media to drive awareness and engagement. Instagram and TikTok will be leveraged to feature behind-the-scenes artist stories, process videos, and guest reactions. 

To further celebrate the initiative, Pressed Juicery will host art exhibits showcasing these works, both in select stores nationwide and through a special pop-up exhibit in Los Angeles. Though it is not clear on how much the brand allocated its marketing budget to this campaign.

Najjar explained that the collaboration began by selecting the artists whose work aligned with the spirit of the initiative. From there, the team partnered with the artists that shared their vision to further amplify these voices. Each artist brought a unique perspective on heritage, resilience, and empowerment, and Pressed Juicery prioritized giving them full creative freedom to interpret Black History Month in their own way. Beyond art, the focus was on storytelling and representation.

Authenticity remains a top priority for Pressed Juicery. In a time when many brands are pulling back from DEI initiatives, the company remains steadfast in its commitment to uplifting diverse voices and fostering meaningful representation. Now more than ever, Pressed Juicery sees it as essential to stay true to its values and continue creating impactful, inclusive initiatives.

“Pressed Juicery isn’t just about selling juice—it’s about fostering wellness in every form, including cultural and community wellness,” said Najjar.