Nurri Protein Milk
Art Direction | Packaging | Content Production | Photography | Print
overview
Nurri expanded its portfolio with the launch of Protein Milk, a 20g protein product designed to fit seamlessly into everyday life. Unlike traditional protein beverages, Protein Milk was created to go beyond drinking, becoming a versatile staple for cereal, smoothies, baking, cooking, and other daily routines.
This project spanned the entire creative process, from 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 the development of assets across website product pages, e-commerce, social media, retail, and marketing channels, bringing the product from concept to launch.
challenge
Protein Milk represented a new opportunity for the Nurri brand. The challenge was to position the product as more than another protein beverage by communicating its versatility while maintaining a strong connection to the Nurri portfolio.
The product needed to stand apart within a growing category and demonstrate value beyond its nutritional benefits. The creative challenge was to showcase the many ways consumers could incorporate Protein Milk into their daily lives while creating a distinctive and memorable brand experience.
Approach
The result was a successful launch that expanded the Nurri portfolio beyond protein shakes while introducing a new way for consumers to think about Protein Milk.
The packaging and content system created a flexible foundation for future growth, supporting the product across multiple channels and use occasions while maintaining a consistent brand presence.
By combining functional benefits with a playful and versatile creative direction, the launch positioned Protein Milk as more than a beverage, highlighting the many ways it can be incorporated into everyday routines.
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.