NUK Reborn

Global Packaging System & Brand Refresh

I led the design and rollout of a scalable packaging system for the 2026 NUK Reborn brand refresh, supporting the global launch of the Perfect Match line and a broader repositioning of the NUK brand.

Challenge

NUK faced declining market share and fragmented brand presence across regions, driven by inconsistent packaging, weak shelf differentiation, and a lack of cohesive brand identity.

The portfolio spanned hundreds of SKUs with disjointed visual execution, limiting scalability and reducing impact at shelf.

Approach

Developed a modular, system-driven packaging framework to unify the brand across global markets.

  • Standardized typography, color systems, and information hierarchy

  • Created a scalable structure to support multi-SKU expansion

  • Collaborated with global stakeholders, including Germany-based teams, to align on brand direction

  • Led weekly design reviews to streamline feedback and maintain consistency

Solution

I Delivered a cohesive packaging system applied across 60+ SKUs, forming the foundation of the NUK Reborn brand refresh and enabling consistent execution across retail and digital channels.

Impact

  • 60+ SKUs launched under a unified global system

  • Strengthened shelf presence and improved product clarity

  • Established a scalable framework supporting portfolio simplification and future growth

  • Enabled more consistent brand expression across regions, supporting broader brand repositioning efforts

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