nurri Coffee MIlk Shake
Art Direction | Packaging | Content Production | Photography | Print
overview
Nurri is a protein brand built around flavor, joy, and everyday moments, with a growing portfolio that includes protein milk shakes, protein milk, and protein creamer.
This project focused on the launch of a new 30g protein milk shake in coffee, expanding the core lineup of chocolate, vanilla, strawberry, and mocha. The work spanned packaging, campaign, and content across digital, retail, and brand experience, bringing the product from concept to shelf.
challenge
The brand had an established system, but introducing a new flavor required precision. The challenge was to create a coffee flavor that felt distinct within the lineup while staying fully aligned with the existing system. It needed to stand out on shelf and contribute to a cohesive portfolio as new flavors continue to be introduced. At the same time, the launch required consistency across channels, from first impression to the in-hand experience.
Approach
The direction focused on extending and refining the existing brand system to support a new flavor within a growing lineup.
Core visual elements were adapted to define the coffee flavor, creating a clear point of differentiation while maintaining consistency across the lineup. The packaging was designed to feel intentional and balanced, standing out without breaking the system.
The project expanded into a fully integrated launch across touchpoints. I led the creative from concept through execution, shaping the visual direction across packaging, campaign, and content. This included art direction and production of photography, development of assets for social, email, and e-commerce, and the design of a PR box with supporting printed materials and branded merchandise.
The work was developed in close collaboration with the creative director, production partners, and cross-functional teams, with regular stakeholder presentations to align on vision and execution. Print production was also a key part of the process, including press checks to ensure color accuracy on the final cans.
outcome
The result is a cohesive product launch that shows up consistently across every touchpoint.
The coffee flavor expands the Nurri lineup with clarity, reinforcing a system designed to scale as new flavors are introduced.
Launched as part of the brand’s growing portfolio, the product is supported across major retail and digital channels, contributing to Nurri’s continued expansion in the category and strengthening its presence on shelf.