A natural refresh
The new range was an opportunity to refresh the brand. Having grown quickly and organically over the past two years, the Nexba packaging design was disjointed and lacked consistency. Nexba needed an evolved identity and packaging that would attract first-time buyers in the crowded drinks category, while highlighting the naturally sugar free benefits of the products.
“We had made design decisions based on gut in the past, and we didn’t want to make that mistake again,” says Drew Bilbe, Nexba co-founder and CEO. “This time, we needed wow factor.”
In a very short time frame the rebrand has increased the stakes for Nexba.
“People are now buying into the sugar-free messaging faster than ever before,” says Bilbe. “The Jack team did a great job. Sales are exceeding our expectations and we’re performing well against our biggest comparable competitor in Woolworths, even though they’ve spent a substantial amount on marketing.”