Nutra is the leading local brand of soy based powdered drinks in the Dominican Republic. Recently, the brand has gone through a (much needed) clean sweep across all variety of products – Nutra Original, Nutra Flavors (Vanilla, Strawberry, Dulce de Leche, Cookies and Cream, Oatmeal and Chocolate), Nutra Junior and Nutra Mujer with the help of Lowe Interamericana.
Despite all the elements in the old design, the brand manage to come across as very bland, and dare I say stodgy? There are too many unnecessary elements throughout the design – the big gradient bar on top, all the lines and patterns in the background etc. The only variations between the different flavors were the color change of the liquid in the glass and the ring around the circle that “contains” it – and to add to the already clutter design, they added the flavor cues – strawberries, chocolate, dulcet de leche, and cookies and cream.
The redesign not only update the brand to a much more contemporary look, it appeals to a wider demographics – which is the company’s goal to come across as “ideal for a healthy diet for the entire family” whist the old design reads as a product or a much older demographics.
The logo type is now more organic, there’s much more fluidity within the type. The leaf detail hints that the products are non-dairy based. Variety within the product line is now presented by differentiation in the colors of the bags. Customers can easily spot the flavor they want on the shelf.
Nutra can now help their customers keep their lives in balance every day, with a well balanced design “Cambia tu vida con Nutra”.
Designed by Lowe Interamerica Dominicana, Dominican Republic
