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Marketing Mornings LDN: How Joe & the Juice Built a Global Cult Following
During our conversation with Kasper Garnell, Global Brand Vice President at Joe & The Juice, he shared how the brand built a loyal following and scaled it globally, and explored what it took to create a brand people genuinely care about.
BrainStation London
Event Recap
Wednesday, May 13, 2026
- Kasper GarnellGlobal Brand Vice President
Kasper Garnell
Global Brand Vice President
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Relive the highlights of Marketing Mornings LDN: How Joe & the Juice Built a Global Cult Following with Kasper Garnell in the photo gallery. Download and share your favorites, and don't miss the next event!
“You need to think - How do we create a global strategy but make sure we don’t lose local touches and local anchoring?”
- Kasper Garnell, Global Brand Director at JOE & THE JUICE
Kasper Garnell
Global Brand Vice President
Kasper Garnell is the Global Brand Vice President and one of the founding partners in JOE & THE JUICE. He operates at the intersection of culture, health, design, and music, making sure every brand touchpoint — from store experience to campaigns — feels unmistakably JOE: bold, a little irreverent, and always with an edge. Since the early days of JOE in Copenhagen, he’s been passionate about building a brand that’s unapologetically true to it’s core values. Through unexpected brand partnerships, authentic community focused initiatives, and a “juicers first” strategy, Kasper continues to keep JOE relevant without compromising the original energy. With 1000 stores across 30+ countries by 2028 and a potential IPO on the horizon, protecting the brand from pitfalls of rapid growth and short-term, public market priorities are more important than ever.