Nékter Juice Bar
Nékter Juice Bar
Refreshing a brand to support national growth
Refreshing a brand to support national growth
For a while, juice bars had a type. Earthy, aspirational, a little granola, and probably carrying a yoga mat. That worked for a certain crowd, but Nékter was getting much bigger than that. With 46 locations across five states and national growth ahead, the brand needed to feel less like it was made for one type of healthy person and more like it was for anyone who wanted to live a little better.
For a while, juice bars had a type. Earthy, aspirational, a little granola, and probably carrying a yoga mat. That worked for a certain crowd, but Nékter was getting much bigger than that. With 46 locations across five states and national growth ahead, the brand needed to feel less like it was made for one type of healthy person and more like it was for anyone who wanted to live a little better.
Brand Identity
Brand Identity
Rather than leaning into the visual conventions of the wellness category, the identity was built to feel both premium and inclusive, reflecting a more modern vision of healthy living. I moved the identity away from the softer, health-coded look of the category without swinging all the way into the bright candy-rainbow world of mainstream juice chains. A black-and-white foundation, distinctive teal, and playful typography gave Nékter a stronger point of view while keeping the brand approachable enough to scale from dozens of locations to hundreds.
Rather than leaning into the visual conventions of the wellness category, the identity was built to feel both premium and inclusive, reflecting a more modern vision of healthy living. I moved the identity away from the softer, health-coded look of the category without swinging all the way into the bright candy-rainbow world of mainstream juice chains. A black-and-white foundation, distinctive teal, and playful typography gave Nékter a stronger point of view while keeping the brand approachable enough to scale from dozens of locations to hundreds.
Packaging
Packaging
Packaging had to balance appetite appeal with the freshness and health cues people expected from Nékter. I built a flexible system that could scale across a growing product lineup as the brand expanded nationally.
Packaging had to balance appetite appeal with the freshness and health cues people expected from Nékter. I built a flexible system that could scale across a growing product lineup as the brand expanded nationally.
The Team
The Team
I worked closely with copywriter Leah Hollar-Nesje.
I worked closely with copywriter Leah Hollar-Nesje.
Awards
Awards
Bronze Addy for Packaging, American Advertising Federation (AAF) for Cold Brew Coffee
Bronze Addy for Packaging, American Advertising Federation (AAF) for Cold Brew Coffee