We made a health food snack for people who would rather not be having this conversation.
Naked Smoothies wasn't going to win over the wellness crowd. So we stopped chasing them and went for people who think a $20 salad is a scam. The art direction pulled from bodegas and convenience stores. The tone came from everyone who's ever packed an apple for lunch and taken it home untouched.
The platform expanded into partnerships with Cheetos, Jack Link's, Pringles, and 7-Eleven. A snack-aisle runway show. Health food influencers who openly hate health food. Naked didn't need wellness people. It needed snack people who wanted to feel a little less guilty about it.
