Brand: 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
THE GOAL
Transform NUDE Mints from a niche innovation into a clear, scalable, and competitive brand in the North American Market. This meant translating product innovation into clear brand messaging, intuitive packaging, and strong shelf presence. Success was measured by increased preference, visibility, and sales performance.
CREATIVE DIRECTION & EXECUTION
I led the full brand renovation, defining a new visual identity, messaging hierarchy, and packaging strategy. This included redesigning the logo, typography, color palette, and flavor segmentation system to maximize clarity and shelf impact. I also developed social and influencer campaigns, detailed creator briefs, and cross-channel content strategies, ensuring all touchpoints communicated the brand’s premium positioning and innovative technology consistently.
THE RESULTS
• Brand Strategy & Positioning: A new positioning framework - World's #1 Smart Mint - that gave the brand a clear consumer target, a defined competitive advantage, and a unified direction for every creative decision that followed. • Brand Identity & Guidelines: A complete identity overhaul, including updated visual system, brand voice, consumer personas, and the 2025 NUDE Mints Brand Guidelines - a single source of truth that aligned the entire cross-functional team across two continents. • Packaging Redesign: Redesigned blister packaging that communicates the dual-action technology at point of sale, making the product's premium price point justifiable at first glance. • Relaunch Campaign: A full campaign concept and channel architecture built around edu-tainment content - driving consumer understanding of the technology across paid, owned, and earned media. • Influencer Program: 4 influencer briefs developed across 5 target verticals, generating 1.4M+ impressions across different platforms, and producing content that performed as both authentic UGC and paid media. • Content System: 85+ content assets planned and produced from a single shoot brief, sustaining consistent publishing across all channels for 2 brands simultaneously. • Market Impact: Following the relaunch, US retail distribution grew from ~4,000 to ~6,000 stores within 14 months. The brand expanded into 15+ international markets and secured 3 brand collaborations. • Brand Partnership - Tropicana Brands Group: A limited-edition co-branded collaboration with Tropicana Brands Group, producing custom dual-logo packaging across 3 flavors aligned with Tropicana, Naked, and Kevita & Izzy - distributed exclusively to corporate clients and partners.
