Nékter Juice Bar

A brand identity that signals healthy living is for everyone

Client

Nékter Juice Bar

My Role

Art Direction

My Deliverables

Brand Identity Guidelines Packaging Print Store Fascia Web Design

Challenge

Steve and Alexis Schulze, co-founders of Nékter Juice Bar, were clear that they wanted to stand out from their competitors and make sure that their branding reflected their values: that ingredient transparency matters and clean, healthy living is for everyone. They wanted to convey that healthy choices don’t have to be a sacrifice or taste like a mowed lawn. The goal of this project was to refresh Nékter's brand identity, redesign all primary and secondary packaing, and redesign their website to more clearly capture their vision.

Approach

Nékter was beloved by health fanatics, but they needed to show a broader audience that Nékter was for them, too.

The juice category was split between two extremes. Big brands like Jamba Juice had bold, modern aesthetics but products loaded with sugar. Healthier shops and brands leaned into earthy tones and a vibe that felt exclusionary. Nékter's new identity needed to signal that it was for both the healthy-living crowd and a mainstream audience. I went for a modern, minimal palette: white, black, and teal. Inspired by the ocean near their Costa Mesa flagship store, the teal became the consistent brand accent across every touchpoint. Immediate, recognizable, and distinctly Nékter. Playful typography brought approachable energy to the brand that felt home-grown and authentic. The system extended across packaging, store signage, and web presence, creating a cohesive brand experience at every touchpoint.