Being Juice gets a fresh squeeze with brand refresh

Malaysian beverage brand Being Juice is refreshing its brand identity and upgrading its mobile app as it looks to move beyond its roots as a juice retailer and build a bigger role in consumers’ everyday wellness routines.

The refresh comes as Being Juice looks to sharpen that proposition, with its new identity putting greater emphasis on whole fruit and making wellness feel less like an occasional health kick and more like something that can fit into an ordinary workday. 

While wellness is now front and centre of the refreshed brand identity, Being Juice says the focus is not new, having built its proposition around whole-fruit drinks and zero added sugar since launching in Malaysia in 2024.

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Being Juice's drinks are blended using whole fruits rather than extracting only the juice, with the brand saying this retains more of the fruit’s natural fibre. Recipes contain no added sugar, syrups, concentrates or artificial sweeteners, while selected drinks can be customised with functional additions such as plant-based protein, collagen and blue spirulina.

More functional add-ons are also planned as the brand expands its wellness offering.

The brand is also taking its proposition further into digital with an upgraded mobile app, giving customers another way to engage with Being Juice beyond the physical outlet.

The app introduces a rewards programme where members earn 10 points for every RM1 spent, with 500 points redeemable for any drink. Members can also access discounts of up to 35% across the menu, while new members can claim a free 'One in a melon', its best-selling fresh watermelon drink.

Additional features and member benefits will be introduced in phases.

“The product never changed, but we did,” said Sayantan Das, founder of Being Juice.

“As we grew, we realised the brand around the cup had not caught up with how confident we are about what goes into it. This refresh says the loud part clearly: whole fruit with zero added sugar, made to fit an ordinary workday rather than a once-in-a-while health kick," he added. 

A+M has reached out for more. 

The move puts Being Juice into an increasingly crowded Malaysian beverage landscape, where mobile apps are becoming another way for brands to drive customer engagement. Brands such as ZUS Coffee and Luckin Coffee have also built apps into their customer strategies.

According to Adjust’s 2026 shopping app report, eCommerce app installs in Malaysia rose 14% year-on-year in H1 2026, while the country recorded a paid-to-organic install ratio of 1.11, the highest among the markets tracked by Adjust. For Being Juice, the upgraded app gives the relatively young brand another touchpoint to keep customers engaged beyond its physical stores.

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