Sector: Food & Drink,
• 12nd Brazilian Graphic Design Biennal
• The Dieline – Feature
Created to accompany the new consumption habits related to nourishment, Nake brings its product’s final purpose within its identity: Purity, simplicity and function. The project aims to bring personality in its communication to accomplish distinction in the segment of cold pressed juices, given the concept of purity and simplicity we developed the verbal/visual speech having the packaging as its main touchpoint. Objective cleanness which transmits how sophisticated the product’s preparation is, while still being perceived as friendly and natural.
Nake's production process has as a differential the ability to preserve the nutritional characteristics of each ingredient in its composition because it is produced through the process of cold pressing, where there is no presence of cutting blades, pasteurization and chemical treatment of the liquid. It is worth noting the high added value of the product because there is no use of water, only high quality fruits and vegetables.
The challenge was then to develop, design and align a visual and verbal speech for a new product on the market. We developed name, brand and packaging to reflect the personality, clarity of its concept and benefits.
Identity and packaging addressed the composition of the products in a very practical way. A system of signaling of the composition was developed, where geometric shapes indicate the quantity of ingredients in each composition. The packaging as a whole is transparent and composed of these elements, the differentiation in gondola is given by the colors of each liquid.
The brand began selling the product in November 2016, and for 5 months it has had great acceptance and interest not only from the final consumer, but also from franchises and stores in the healthy food segment, currently totaling the sale in more than 15 stores.