Naked Smoothies

As one of the original pioneers of the smoothie category, Naked had built decades of equity around functional nutrition and approachable wellness. But as competition intensified and consumer preferences shifted, the brand needed to improve Gen Z consumer engagement while maintaining trust with existing consumers. While at Design B&B, I led the culturally resonant repositioning of the brand and packaging system designed to evolve Naked for a new era of better-for-you beverages. Inspired by the brand’s California roots, the redesign introduced expressive, vibrant, Gen-Z-friendly visual identity through hand-crafted typography, layered textures, playful photography, and a benefit-forward packaging architecture. The system was built to scale expressive brand storytelling across core products, innovation platforms, hyper-functional lines, and partnership programs while improving shelf impact, portfolio navigation, and distinction across retail and digital environments. The result was a more culturally relevant and commercially flexible brand system that strengthened portfolio cohesion and positioned Naked to better engage a new generation of consumers.