NUDE Mints
Full Rebranding and Brand Development for North American & Global Market.
Brand: NUDE Mints
Year: 2020-2026
Project Type: Brand Strategy, Brand Identity, Packaging, Campaign, Influencer Marketing, Content
Making the World's Most Advanced Mint that Impossible to Ignore
OVERVIEW
NUDE Mints had a product problem that wasn't actually a product problem. The dual-action liquid capsule technology - a patented formula that eliminates bad breath at the source and supports gut health - is genuinely unlike anything else in the mint and gum category. But the brand couldn't communicate it. Previous attempts to enter the North American market had failed: the positioning was unclear, the visual identity didn't resonate with the American consumer, and the price point - roughly $5 for a container with 30 mints in a category dominated by familiar, affordable alternatives - was impossible to justify without a compelling story.
The brand was sitting on real innovation with no framework to make people care about it.
The relaunch was built around one strategic decision: stop competing in the mint category and start owning a new one. NUDE Mints was repositioned as the World's #1 Smart Mint - a performance product for high-achieving professionals who optimize everything, from their productivity to their nutrition.
Every decision that followed - identity, packaging, campaign, content, influencer strategy - was made through that lens.
The strategy centered on three pillars: make the technology understandable, make the brand feel aspirational without feeling exclusive, and build a content ecosystem that could educate and convert simultaneously.
RESULTS
Social Following Growth
Influencer Activations
Sales Increase
Market Expansion
Content Assets Production
Social Following Growth
Influencer Activations
Sales Increase
Market Expansion
Content Assets Production
BRAND STRATEGY
The foundation of the relaunch was research - not assumptions. I conducted direct interviews with over 100 of the brand's most loyal consumers to understand what brought them to NUDE Mints and what language they used when they described it to others. That was combined with deep competitive analysis across the mint, gum, and functional wellness categories to identify where the white space was.
The insight was clear: the gum and mint category had seen almost no meaningful innovation in decades. Consumers didn't know a better product was possible - not because they didn't want one, but because no brand had shown them one. NUDE Mints wasn't competing against Altoids. It was redefining what a mint could do.
The new positioning framework established two distinct consumer targets: a primary audience of efficiency-obsessed young professionals (25–35) who treat their body like a system to optimize, and a secondary audience of trend-driven Gen Z consumers (18–25) who chase experiences and live for the new. The brand strategy, consumer personas, voice and tone, and campaign direction were all consolidated into the 2025 NUDE Mints Brand Guidelines - the single source of truth that aligned every creative decision across the team.
BRAND IDENTITY
The previous identity had no clear point of view. It looked like a mint brand. The new direction needed to feel closer to a tech product or a performance supplement - confident, modern, and category-disrupting.
The updated visual system is anchored in electric blue: bold, high-contrast, and energetic. Heavy display typography communicates authority and modernity. The graphic language is clean and directional - designed to stand out in a retail environment without relying on the soft, wellness-coded aesthetics that dominate the functional product space. The brand persona was defined as innovative and smart, dynamic and energetic, authentic and relatable - qualities that needed to be visible in every touchpoint, not just stated in a document.
PACKAGING
Packaging was the highest-stakes deliverable of the entire project. For a product at a premium price point with technology that's invisible to the naked eye, the blister pack and container had to do something most packaging doesn't: explain the product while selling it.
The redesigned packaging communicates the "dual-action " system - instant outer-shell activation in 3 seconds, sustained inner-capsule freshness - clearly at point of sale. The hierarchy was restructured so that a consumer encountering NUDE Mints for the first time could understand the core value proposition without reading the back of the pack.
The new direction was informed by years of shelf-performance observation and direct consumer feedback, translated into a creative brief that guided the design team toward something functional, premium, and visually disruptive.
RELAUNCH CAMPAIGN
The campaign concept - World's #1 Smart Mint - was built around a single insight: consumer education was the primary barrier to conversion. People weren't buying NUDE Mints because they didn't understand what made it different. The campaign's job was to make the technology tangible, memorable, and worth talking about.
The creative strategy centered on edu-tainment: content that demonstrates the technology in a way that holds attention. Lab-experiment style demos. Before/after freshness tests. Real-time reactions. Expert credibility from scientists and health professionals to anchor the claims. The channel architecture spanned owned content, paid awareness, expert endorsements, and influencer/UGC - with a media investment framework that allocated 70% to campaign execution and 30% to awareness and education, reflecting where the conversion challenge actually lived.
INFLUENCER STRATEGY & BRIEFS
Influencer selection was driven entirely by the Smart Mint positioning. The target verticals — corporate professionals, tech and startup founders, biohackers, health optimizers, creative entrepreneurs — weren't chosen for their follower counts. They were chosen because their audiences were the exact consumer NUDE Mints was built for.
I developed detailed content briefs for each activation type, each structured around authentic proof rather than scripted promotion. Brief formats included: real-time first-impression reactions (the 3-second dissolve, the Mint Hit), multi-checkpoint freshness tests at 10, 30, and 60 minutes, and contextual lifestyle moments — pre-meeting, post-coffee, first date. Every brief included concept rationale, format guidance, key messages, CTA direction, and caption examples. The goal was content that could function as genuine UGC and as paid media simultaneously — high authenticity, high versatility, maximum shelf life.
CONTENT SYSTEM & SHOOT BRIEF
To sustain the relaunch across three to six months of publishing without losing consistency or momentum, I developed a comprehensive shoot brief covering 85 pieces of content - planned, categorized, and mapped to specific use cases before a single frame was shot.
The content ecosystem was structured across four pillars:
Brand & Promotional (15–20%)
Education & Useful Content (20–30%)
Lifestyle & Relatable (30%)
Community & UGC (15–20%)
Each pillar serves a distinct role in the consumer journey - awareness, understanding, desire, and trust — and the percentage allocation was built to prioritize what the brand actually needed most: education and lifestyle content that could convert skeptics into believers.
