It’s hard to remember when smoothies and juices were all about health, not taste. In 2000 Naked Juice was purchased by North Castle Partners, a private-equity firm based in Greenwich, Connecticut. They wanted to move the brand out of the hum-drum ‘crunchy’ fresh juice niche and into the mainstream. Nickandpaul were hired to create a brand strategy and to execute all the design work for the launch.
The brand was positioned around the new category of ‘Super-foods.’ With each bottle having pounds of fruits and vegetables inside and no added sugars or flavors this became the obvious basis for the new strategy. We ditched the earthy natural illustrations previously used for the brand and used photography that conveyed a fresh, modern feeling. Close-up shots of real fruit made the bottle feel like a window into the pounds of super-fresh products inside. Copy was witty but always benefit focused and information heavy.
‘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.'