Nékter Juice Bar
A refreshed brand identity and packaging to support Nékter's growth
The Client
The Client
Nékter Juice Bar
Nékter Juice Bar
My Role
My Role
Brand Identity Packaging Print Store Fascia Web Design
Brand Identity Packaging Print Store Fascia Web Design
Project Team
Project Team
Amanda McKinley Leah Hollar-Nesje
Amanda McKinley Leah Hollar-Nesje
About this project
The Goal
Refresh Nékter's brand identity and packaging to support national expansion
Steve and Alexis Schulze had grown Nékter from a local Southern California favorite into a regional success with 46 locations across five states. As the company prepared for national growth, they needed a brand that could resonate with health-conscious consumers while remaining approachable to a much broader audience.
The Problem
The challenge was helping more people see themselves in the brand
The juice category existed between two extremes. Established brands offered convenience and broad appeal, but often relied on products loaded with sugar. Health-focused competitors delivered stronger nutritional credentials, but frequently communicated through a visual language that felt niche, aspirational, or exclusionary. Category audits and competitive analysis revealed a gap in the market for a brand that could make healthy choices feel both credible and accessible to the growing audience of health-conscious consumers who didn't see themselves in the "granola girl" aesthetic.
Nékter already delivered on the product promise. The brand simply needed to be as welcoming as the experience it offered.
The Solution
Design for the modern, health-conscious person (not the stereotype)
Rather than leaning into the visual conventions of the wellness category, I built the identity around a more modern and inclusive vision of healthy living. The goal wasn't to persuade people that health required sacrifice or perfection. It was to reflect the confidence and optimism of people making small, intentional choices to live better.
The visual system stripped away many of the earthy cues common throughout the category and replaced them with a cleaner, more contemporary palette built around black, white, and a distinctive teal accent. Playful typography brought energy and personality to the brand, while the flexible system extended seamlessly across packaging, retail environments, digital experiences, and marketing materials.
The Impact
The refreshed identity helped position Nékter for its next phase of growth, supporting expansion from 46 locations across five states to more than 225 locations nationwide.
About this project
