The Nexba story began on a Mexican beach when young Aussie Drew Bilbe was inspired to create a natural low-calorie iced tea based on the home-made stuff he was drinking on holiday. When he returned home, he began working with fellow entrepreneur Troy Douglas to create a range of healthy drinks.
Well ahead of the low sugar movement, the range began with naturally sugar free ice teas and sparkling infusions. The next big idea was to launch a sparkling waters range, still naturally sugar free, but full of flavour and more exciting than existing ‘hint of’ style waters.
The brand, which includes soft drinks, ice teas and sparkling infusions, needed a solution to address a lack of traction in market.
“We knew our unique point of view, but we couldn’t get the packaging to say it.”
The new range was an opportunity to refresh the brand. Having grown quickly and organically over the past two years, Nexba’s packaging was disjointed and lacked consistency. It needed an evolved identity and packaging that would attract first-time buyers in the crowded drinks category, while highlighting its naturally sugar free benefits.
Our aim was to make Nexba and the naturally sugar-free proposition jump off the pack and be playful, in line with the Aussie boys’ fun and irreverent personalities. The drinks category is polarised by being either hyper and over-polished or traditional and boring. We needed to create our own space.
“In the past, we made design decisions based on our gut and we didn’t want to make that mistake again. This time we needed wow factor.”
We developed an eye-catching new brand identity and packaging for Nexba, which helped them launch a new range into Woolworths, secure new listings and deliver a 20% uplift on sales targets.
“People are now buying into the sugar-free messaging faster than ever before. 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.”
Co-founder and CEO