RAW, NATURAL TASTE WITH NOTHING TO HIDE
nākd. first launched in 2006 as a natural snack brand that revolutionised the market with its raw bars and surprisingly different flavours. The bars are made from just fruit and nuts, cold-pressed together. In an increasingly saturated global market where consumers are spoilt for choice, nākd. set out to communicate its unique balance of attributes: its 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 and evolving consumer perceptions. The challenge was to balance communicating nākd.’s pure, unprocessed products with its exciting tastes, whilst enhancing 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 and captures nākd.’s all-natural engaging flavours. The contemporary illustration style with consistent colour coding ensures the range becomes more cohesive and highlights the playful personality and natural good taste at the heart of every nākd. product.
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
