Tropical Smoothie Cafe, by JKR

Tropical Smoothie Cafe, also known as Tropical Smoothie, is a restaurant franchise in the United States. It operates more than 1,700 locations nationwide, and was acquired by Blackstone in 2024.

A new logo and visual identity was doing the rounds this month, and it’s worth sharing for the monogram alone. Could a T look more tropical? Doubt it.

“We saw a chance to treat ‘tropical’ less as a place and more as a feeling, one guests could carry with them everywhere, matching the energy and craveability that’s always defined the food itself,” said JB Hartford, Executive Creative Director at JKR.

Quite an upgrade from the old Tropical Smoothie logo, too.

Excellent work by JKR, via BP&O, Print, and quite a few others.