Nectar Life
JUICY SIDE OF LIFE
Brand design
Nectar stands as the market leader in Serbia for fruit-based products and is the largest fruit juice producer in Southeastern Europe. For more than two decades, Nectar has been one of the most respected and recognizable brands in the region.
My team was responsible for every aspect of their advertising and creative processes, from idea creation to production control, across the entire Nectar portfolio of over 300 products.
The design needed to reflect the company’s successful and modern image, emphasizing the healthy and fresh fruits at the core of Nectar products, and creating a perfect atmosphere aligned with their brand and company culture.
Given the category’s strong growth in recent years, Nectar faced a challenge with the outdated packaging of its main brand, Nectar Life Premium. The design needed a facelift, but updating the image of their bestseller was a complex endeavor. We aimed to understand how the new design would fit within the brand positioning and competitive landscape, seeking to increase the brand’s equity.
After comprehensive research and detailed analysis, we crafted a more distinct and impactful identity with clear brand architecture. This approach ensured consistency across the SKU portfolio, improving recognition and navigation ease. Employing photography with mouthwatering appeal and infusing ample attitude and color, we highlighted the products’ tastiest advantages. With a unique tone of voice and a straightforward yet effective information architecture, the new design aimed to evoke refreshing, natural moments of pleasure, attracting a new generation of high-quality product seekers.
The redesign reaffirmed Nectar Life’s market leadership, with growing sales and distribution channels benefiting from these innovative changes.
The new design aimed to differentiate itself amidst visual clutter and was adapted across various packagings. Due to the complexities involved in applying artwork to different materials, such as a limited color palette, significant dot gain, font usage, highlight issues, complex separations, etc.—I also played a consultative role throughout the design and preproduction stages.
In one of the campaign highlights, we partnered with Belgrade Fashion Week, vibrant and artistic fashion festival. Nectar Life Premium, with its “Wake Up the Life in You” slogan, resonated perfectly with the target audience. We created crisp, dynamic, and colorful visuals featuring models holding Nectar Life drinks in a vibrant, fashion-forward setting. Playful visuals and catchy copy captured freshness and vitality, aligning with the latest decor trends. These visuals ensured Nectar Life’s brand integration made a significant impact.
Expanding the Nectar Life Universe: As Nectar Life consistently expands its portfolio with innovative flavors, the challenge arose of effectively introducing these new offerings while maintaining brand recognition. To attract, reassure, and inspire consumers, we developed a design strategy that leveraged the core brand identity.
By utilizing a fresh fruit juice concept and incorporating dynamic designs with vibrant colors, we positioned the new products as extensions of the existing brand personality. This approach reinforced Nectar Life’s image as fresh, fun-loving, energizing, and contemporary, seamlessly integrating the new additions into the established brand universe.
