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Brett Coons, an industry veteran and budding superstar DJ in the Bay Area came to NucMax with a bold vision for his new Spirits brand. Build community around sound and spirits - hand in hand.

solution

Leaned into unmistakable hierarchy - Sparkling Spirits anchored by flavor variety and alcohol type.  Flowy type.  Unique collection of custom, funky music festival-inspired iconography discovered across a 360 degree canvas around each can.  Each flavor comes with Brent’s curated playlist to pair party to speaker - let the good times roll.

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Kyle Cooke, jovial jokester and star of Bravo TV’s Summer House.  Upscale alternative to Twisted Tea, suit the urban, clean-label libations

solution

Modeled our design to reflect the persona of what Summer House viewers - leisure, flare for fun, flirtation and good taste. 

BACKGROUND

Predicting the incoming swell of cold pressed juice shots to the marketplace, Nucleus Maximus reached out to KOR’s founder, Jordan Retamar, to invite a collaboration that would fortify his shelf presence. With KOR’s old packaging absent of any discernable brand expression, our transformation would need to define an ownable and emotional play at shelf - all within a tiny label.

SOLUTION

Breezing around Mailbu with our Parisian surfer pal revealed an inherent truth to build the brand upon - its chilled-out SoCal vibes. With limited real estate to nab attention at shelf, we focused on high-impact design, a dual-color canvas, minimal copy and weighted logo lettering for instant brand recognition. To transport shopper’s state of mind to beachy good vibrations, we submerged each SKU in tranquil waves and added a metallic sunrise lifting over the shore’s horizon in the center of the logo.

You can find these bad boys nationally at Whole Foods.

BACKGROUND

Sometimes, inspiration can strike from obvious places.  A trek through The GFB's Instagram feed revealed a lovable bear bicycling through snow to put in work at the office, showing up at festivals and tradeshows.  Wherever the bear went, happiness followed.  So we asked, why not take the bear to shelf?  

SOLUTION

The bar category, overwhelming with clutter, can be a cruel place to do business.  To win attention, we built our design around 2 high-impact focal points, a lovable bear whose facial expressions change across SKUs, and GFB's original, bold logomark.  

The next time you're in the bar aisle, don't be spooked if the Gluten Free Bear sneaks up on you, rawrrrrr.

Check out the GFB redesign feature in Project Nosh, here.

background

Brett Coons, an industry veteran and budding superstar DJ in the Bay Area came to NucMax with a bold vision for his new Spirits brand. Build community around sound and spirits - hand in hand.

solution

Leaned into unmistakable hierarchy - Sparkling Spirits anchored by flavor variety and alcohol type.  Flowy type.  Unique collection of custom, funky music festival-inspired iconography discovered across a 360 degree canvas around each can.  Each flavor comes with Brent’s curated playlist to pair party to speaker - let the good times roll.

coming soon

BACKGROUND

When opportunity knocks, you need partners who can help you answer the door. With a 30 day deadline leading up to a Boston Seafood Show debut, we named, branded and designed a 7 SKU lineup of DIY sushi and sashimi kits - all from scratch.   

Check out the full lineup and all the stunning details on the Dieline's exclusive feature.

SOLUTION

Named for and designed to evoke the essence of 'kata,' the image of perfection in Japanese culture, there lies a simple beauty and order to KataModo's packaging that instills confidence and sets an exciting precedent for what the brand and customer will create together.

KataModo’s color-forward mosaic curates a premium promise well beyond category standards in seafood, suggesting a brand reverence for fish in its purest and simplest form, while also serving as an efficient marker for SKU identification.

The result? An iconic identity for an upstart brand with booming distribution to kick off 2017.

BACKGROUND

A mission-driven, Winnebago-road-tripping group of pals, Alex Cox, Robbie Vitrano and Mark Slagle teamed up to tackle a big cause and churned out a peanut butter company in the process. For every jar sold, Good Spread donates a Mana Pack of lifesaving nutrients (including peanut butter!) to severely malnourished children around the globe.  

SOLUTION

Our mission? Capture the brand’s incredible 1-for-1 proposition clearly in an overwhelming nut butter category.  First, we tackled mission and product communication in one fell swoop, incorporating “lifesaving” as the introduction to each flavor name. Next, we captured the brand’s global reach by introducing a declarative flag, harnessed by the Good Spread logo mark. Finally, we introduced new headlines and copy to make it super simple to understand the impact a single peanut butter purchase could create, changing consumer motives right at shelf.

The outcome? More lives saved.  

BACKGROUND

The brainchild of industry guru's Greg Fleishman and Larry Praeger, Modern Alkeme's Clearing Tonic makes you feel shiny and new. It’s the only functional beverage in the world that packs 13 of the world’s most potent detoxifiers into a little black bottle to free your body of toxins that build up everyday. Our mission was to capture the power of the product with a subdued presence while honoring the Japanese roots of its founders (Jules Wainstein of Bravo’s RHONY and musical composer Chloe Flower).

SOLUTION

Black was quickly identified as an ownable colorway in the category and the perfect canvas to reveal a vibrant red circular bullseye to symbolize the brand’s Japanese heritage. Its fixed centered position conveys the product’s potency and subtly suggests the product’s centering effects. A less is more approach to PDP messaging was utilized to provide relief to the visual clutter of the beverage set.

BACKGROUND

A collective effort forged by Mexico’s pioneering Agave farmers and producers, Nucleus Maximus was enlisted to translate the brand’s humble roots into a story that would romance the American consumer.

SOLUTION

With feet on the ground in the heart of agave country, Nucleus Maximus crafted a brand strategy that would bring shoppers “Closer to the Source” in a category left untapped of authenticity and premium segmentation. Celebrating the proud tradition of agave farming in Mexico, we dubbed the brand Native Agave and outfitted its packaging with pattern work that honored life in the fields and the tools of the trade, while weaving in craft tequila undertones contrast the commodity presentation of category leaders.