Naked Juices and Smoothies, a small, niche west-coast brand had aspirations to go national. Doing so required a reassessment of the target and competitive landscape (at the time, Odwalla and Samantha) and consequently its brand persona. Naked had the opportunity to move away from the niche definition of the

 category (west-coast hippy) and catch the wave of the new consumption paradigm of sports drinks and energy bars. Naked’s new look is jam-packed with fruit, color and energy. It even invents itself a new category, Food-Juice.


Brand Strategy, Target Insight, Logo Design, Pack Design, Creative Direction, Advertising