In 2000, Naked Juice, a company known for its health-focused smoothies and juices, was purchased by North Castle Partners, a private-equity firm based in Greenwich, Connecticut. The new owners had a vision to transform the brand from its niche perception as a "crunchy" fresh juice product into a mainstream offering. To achieve this, they enlisted the services of nickandpaul to develop a brand strategy and handle all the design work for the brand relaunch.
Designed at nickandpaul, NYC
SUPER FOODS
Under the guidance of nickandpaul, Naked Juice had the opportunity to break away from the niche definition of the category, which was often associated with the "west-coast hippy" image. Instead, the brand aimed to tap into the emerging trend of sports drinks and energy bars, aligning itself with the new consumption paradigm. The brand strategy centered around the concept of "Super-foods," emphasizing the fact that each bottle contained a substantial amount of fruits and vegetables without any added sugars or flavors.
‘If you’re out of gas, have no time or idea where to turn, get Naked, and you’ll have all you need to satisfy body, psyche, and soul.'
PACKED WITH FRUIT
Nickandpaul made significant changes to the brand's visual identity to reflect this new positioning. They moved away from the previous earthy and natural illustrations and opted for fresh and modern photography. Close-up shots of vibrant, natural fruits were used to create a sense of freshness and abundance, giving consumers a glimpse into the nutritious contents of the bottle. The copywriting was crafted to be witty while always focusing on the benefits of the product and providing information to consumers.
In 2006 PepsiCo acquired Naked Juice from North Castle Partners for $450MM. PepsiCo said sales for the juice brand Naked tallied $3 billion in 2020 with below-company-average operating margins.
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Designed at
nickandpaul, NYC
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Creatives
Creative Director: Nin Glaister
Lead Designer: Viresh Chopra -
Strategy + Copywriting
Julie Newton Cucchi
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Client
North Castle Partners