Nurri Protein Milk
Art Direction | Packaging | Content Production | Photography | Print
overview
Nurri expanded its portfolio beyond protein shakes with the introduction of Protein Creamer, a new product designed to bring the brand into an additional everyday consumption occasion.
This project spanned the entire creative process, from early concept development and packaging exploration to photography, content creation, and final production. The work included packaging design, product and lifestyle photography direction, creative leadership, and production support across multiple brand touchpoints, helping bring the product from concept to launch.
challenge
Protein Creamer represented a new category for the Nurri brand. The challenge was to create a packaging system that felt distinctly its own while remaining connected to the established visual identity of the 30g Protein Shake lineup.
At the same time, the brand was expanding across multiple product lines, including Protein Milk and new shake flavors. The opportunity was to create a product that could stand confidently on its own while contributing to a unified and evolving brand portfolio.
Approach
The approach centered on introducing Protein Creamer as a natural extension of the Nurri brand while establishing its own presence within the portfolio. Rather than simply adapting the existing shake system, the goal was to create a visual identity that felt familiar to current consumers while signaling a new product experience.
Packaging and content were developed as a connected system, ensuring the product translated seamlessly across shelf, digital, and retail environments. The visual direction emphasized approachability, flavor, and everyday use occasions, helping consumers quickly understand both the product and its place within the Nurri family.
Photography played a key role in bringing the product to life beyond the package. Product and lifestyle imagery were designed to highlight the creamer's role in daily routines, creating a visual story that reinforced the brand's personality and supported the launch across consumer touchpoints.
outcome
The result was a successful launch that extended Nurri into a new category while strengthening the brand's presence beyond protein shakes.
The packaging and content system established a foundation for future product innovation, creating a flexible visual framework that supports growth across the Nurri portfolio.
The launch demonstrated how a unified creative vision across packaging, photography, and content can create a compelling consumer experience from shelf to screen.