Nakd Redesign - BrandMe
Atria 2020
A NATIONAL TREASURE - DESKTOP

RAW, NATURAL TASTE WITH NOTHING TO HIDE

nākd. launched in 2004 as a natural snack that revolutionised the market, with its raw bars and surprising flavours. The bars are made purely from cold-pressed fruits and nuts. In an increasingly saturated market, where consumers are spoilt for choice, nākd. set out to communicate its unique purpose and balance of attributes: flavour variety, taste and healthy, natural ingredients.

We collaborated with the nākd. team to craft the brand strategy, positioning and packaging design, aimed at strengthening confidence and evolving consumer perceptions. The challenge was to balance communicating the natural, unprocessed product with exciting tastes, whilst building recognition of the iconic identity.

The rebranding brings vibrancy, joy and consistency into the new look and feel. The new design delivers a rich taste story whilst also capturing nākd.’s all-natural and engaging flavours. By developing a contemporary illustration style, the range becomes more cohesive while bringing together the playful personality and natural good taste at the heart of every nākd. product.

Atria Redesign - BrandMe
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TESTIMO

THE CHALLENGE OF THIS REDESIGN WAS TO COMMUNICATE NĀKD.’S GREAT TASTE WHILE BALANCING ITS UNPROCESSED PRODUCTS IN A WAY THAT RESONATES WITH TODAY’S GLOBAL, HEALTH-CONSCIOUS CONSUMER. WE WANTED TO OVERCOME THE MISCONCEPTION THAT GREAT-TASTING SNACKS CAN’T ALSO BE HEALTHY; THE NEW PACKS RE-FOCUS THE CUSTOMERS’ ATTENTION TO THE TASTY RAW BARS WITH JUST FRUIT AND NUTS. THE NEW DESIGN REASSURES CUSTOMERS ON A PRODUCT AND INGREDIENT-LEVEL THAT THE BARS TASTE REALLY GOOD AND ARE HEALTHY FOR YOU

ADAM WILFORD

Associate Director, BrandMe

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WHY NOT ALSO CHECK OUT

WHY NOT ALSO CHECK OUT