Exclusive Event

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
May 13, 2026

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Kasper Garnell

Global Brand Vice President

Kasper Garnell

Global Brand Vice President

“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.