Australian juice brand Nudie has launched a new stand-alone brand ‘Wonder Winnie’. The brand is aimed at 18-35 year-old, diet-conscious women, which is reflected by the brand motif of a female character in silhouette. Nudie founder and CEO James Ajaka said, “The idea for Wonder Winnie came when one of the girls in the office made a comment that it was really tough to find a great tasting low calorie quencher that doesn’t have a bitter after-taste and an ingredients panel ridden with different numbers, whether that’s stabilisers or artificial sweetners. The company’s decision to create Wonder Winnie as a stand-alone brand was because the proposition is so different to nudie’s. nudie is all about ‘nothing but fruit’, ‘fruit on the go’ and ‘two serves of fruit in every bottle’, whereas Wonder Winnie is all about ‘natural thirst quenching’ and ‘low calorie”.
The Wonder Winnie brand project was developed at 12 Below, Sydney.