Naked Smoothies

As “the OG since 1983,” Naked’s funky refresh takes inspiration from its California-dreamer founders who slung their small-batch smoothies on the beaches of Santa Monica. Despite pioneering the smoothie category 40 years ago, the portable and better-for-you catergory has only grown. Beloved by Millennial and Gen X consumers for their functional benefits, the brand needed to resonate with a new Gen Z audience—and differentiate itself from new players. The redesign draws from Naked’s California dreamin’ spirit and the funky-fresh energy of its laid-back juice-shack beginnings. Hand-drawn typography, an imperfect shape language, playful fruit photography, and a layered, textural design system express the delicious goodness in every bottle. Moving away from traditional “white means healthy” cues, a new, colorful maximalism embraces a Gen Z “more-is-more” mindset around functional benefits. Created while at Design B&B.