Nékter Brand Identity
A refreshed brand identity and packaging to support Nékter's growth
The Client
Nékter Juice Bar
My Role
Brand Identity Packaging Print Store Fascia Web Design
Project Team
Amanda McKinley Leah Hollar-Nesje
About this project
The Goal
Refresh Nékter's brand identity and packaging to support their national expansion
Steve and Alexis Schulze had built Nékter into a Southern California success with 46 locations across five states. Ready for national growth, they needed a brand that could connect with health-conscious customers without alienating mainstream audiences.
The Problem
Better-for-you brands defaulted to granola girl aesthetics
The juice category lived in two worlds. Big brands like Jamba Juice had bold, modern looks but sugar-loaded products. Healthier shops were more niche, leaning into earthy tones and "healthier than thou" vibes that felt exclusionary to regular people. Nékter was actually healthy and actually tasted good. They needed to show that "healthy" doesn't always mean sacrifice.
The Solution
Break free from expected visual codes and focus on the modern, confident person
I wanted to design for the modern person choosing to live better, not try to convince anyone that vegetables taste like candy. I went for a more minimalist approach to color, stripping their existing palette of earthy browns and greens, and gave them a chic black and white with a signature teal accent. Playful typography brought energy that felt authentic and approachable. The system extended across packaging, store signage, their website, and every other brand touchpoint.
The Impact
A brand built for growth.
The identity has scaled to 330+ locations across 30 markets.
About this project
