Nutribullet

rebrand
Art Direction
PHOTOGRAPHY
PACKAGE DESIGN
PRINT COLLATERAL
Web

Early 2000’s kitchens were ripe with promise: George Foreman grills, knives that cut pennies, nonstick pans that make you lose 10 pounds like that!—and the Nutribullet. After years of riding this wave as a category leader, Nutribullet was looking modernize their brand.

Character jumped on board to distill decades’ worth of gimmicks, product launches, and toll-free offers into something that resonates with the Instagram generation. Needing to feel a little more almond milk and a little less Atkins, we centered on one central idea: that healthy living starts with simple steps.

Identity

The new system strips everything down—from the logo to the grammar—into its most basic state. Juicy colors and playful animation breathe life into lowercase letterforms, frequent periods, and quippy language, reinforcing how easy it can be to live healthily.

Art Direction & Packaging

The new photography needed to stretch across packaging, web, the Nutriliving blog, and social. We planned and shot a robust art direction system of flexible, clean, and vibrant imagery that could grab eyes no matter the context.