In the early 2000s, Naked Juice was repositioned from a niche “natural” product to a mainstream wellness brand. At nickandpaul, the team crafted a bold new identity centered on vibrant ingredients, performance-oriented messaging, and a fresh visual language.
Designed at nickandpaul, NYC
A NEW KIND OF FUEL
To shift away from its “crunchy” roots, the brand tapped into the rising energy drink and nutrition bar space. The new strategy positioned Naked as a superfood-powered solution, packed with fruits and veggies, no added sugar, and full of benefits for body and mind.
‘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
The packaging dropped hand-drawn illustrations in favor of close-up photography that showcased real, vibrant produce. The visual refresh delivered appetite appeal and transparency, while witty, benefit-driven copy brought energy and clarity to the shelf.
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