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Here’s Why Nurri Changed it’s Packaging Design at Costco

Christy’s back at Costco breaking down Nürrí’s bold new packaging and what it says about this fast-rising protein shake brand. Is this rebrand a smart refresh, or just a louder shelf presence?

491 views
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Oct 01, 2025
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Description Description

Fast-growing brands rarely stay static. What works at launch isn’t always what sustains momentum at scale.

This update shows a clear shift in strategy. The original execution leaned heavily into white space and icon-driven cues, signaling nutrition and functionality. It felt clean, but also slightly clinical, closer to kids’ nutrition than adult performance.

The new system flips that balance. Color takes over. Flavor becomes the hero. The fruit is larger, juicier, and far more expressive. That visual intensity matters in a crowded cooler where appetite cues drive trial. The 30g protein callout is still prominent, but now it sits within a more indulgent, craveable frame.

From a Costco packaging design standpoint, this makes sense. Big-box environments reward bold color blocking and clear benefit communication from a distance. The move toward stronger flavor equity mirrors what we see in adjacent categories, even in produce packaging design, where visibility and vibrancy directly influence perception of freshness.

It’s a smart evolution. Same core promise. Stronger shelf presence.

transcript Video Transcript
transcript-icon
  • 00:00:00 These strawberries are much more
  • 00:00:02 prominent.
  • 00:00:05 Hey everybody, it's Shopping with
  • 00:00:06 Christie. Today I'm at Costco with my
  • 00:00:08 daughter who's filming me. Thank you,
  • 00:00:10 Beia. And I noticed this new graphic
  • 00:00:13 rollout for Nuri. If anyone's been
  • 00:00:15 following this brand, it's been one of,
  • 00:00:17 if not the fastest growing protein shake
  • 00:00:20 brands on the market. When they
  • 00:00:21 originally launched, and still in most
  • 00:00:24 cases, they look like this. This brand
  • 00:00:25 was rapidly developed by a Coleman and
  • 00:00:28 actually launched at Costco. The brand
  • 00:00:30 they were repping, whatever it was, was
  • 00:00:32 not filling orders well and so they
  • 00:00:34 stepped in with their own brand and here
  • 00:00:36 it is. So they launched it quickly. They
  • 00:00:38 probably learned what worked and didn't
  • 00:00:39 work. And you can see their change in
  • 00:00:41 strategy from old packaging to new. On
  • 00:00:43 the old one looks a little bit more like
  • 00:00:45 nutrition, if you will. A lot of white
  • 00:00:48 almost childlike iconography, um, I
  • 00:00:51 would argue. So it looks a little bit
  • 00:00:52 like a kids nutrition drink. But when
  • 00:00:54 you look over here, what you can see
  • 00:00:56 graphically is the visual, the logo got
  • 00:01:00 a boost on sort of flavor and fun.
  • 00:01:03 There's a much bigger color flood here.
  • 00:01:05 And then even if you zoom in on these
  • 00:01:07 little icons, they still have icons, but
  • 00:01:10 what do you notice? These strawberries
  • 00:01:12 are much more prominent. They're a
  • 00:01:14 little bit I wouldn't say they're
  • 00:01:15 realistic, but they're bigger. And boy,
  • 00:01:16 are they juicy. You can see the liquid
  • 00:01:18 coming off. Whereas over here, I know
  • 00:01:20 it's a different flavor, but you don't
  • 00:01:22 really see. It's fun. It's more almost
  • 00:01:25 tech like, but you don't get that flavor
  • 00:01:27 coming out. You can see a little bit
  • 00:01:29 here. The old cans were mostly white all
  • 00:01:32 the way up and down. It really mirrored
  • 00:01:34 the case pack art, whereas the new cans,
  • 00:01:36 yeah, this is a good one. You can kind
  • 00:01:38 of see it. The bottom is white and
  • 00:01:40 actually the entire top is color. And
  • 00:01:42 you can see that sort of flavor and
  • 00:01:45 almost the juice of the strawberry
  • 00:01:47 coming out there. And a really nice hero
  • 00:01:49 of 30 grams right there. And only one
  • 00:01:51 gram of sugar. Who doesn't love that? So
  • 00:01:53 I think overall a wonderful graphic
  • 00:01:55 update for Nuri. We watch this category
  • 00:01:57 a lot. We work in this category even
  • 00:01:59 more. So excited to see the rest of the
  • 00:02:01 graphics execute. All right. B.
Christy Lebor, Partner and Head of Brand Development at SmashBrand, brings two decades of Fortune 500 CPG experience (Kraft, PepsiCo, Unilever). Leverage her expertise in launching Axe Body Wash and the Dove Campaign for Real Beauty to help your FMCG brand scale from disruptor to market leader.
Christy Lebor Partner & Head of Brand Development, SmashBrand
45 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

  • Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
  • Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
  • Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
  • Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
  • Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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