Araña Schulke

Wild Nectar is a hard juice beverage freshly squeezed by New Belgium.

We wanted to capture the arc of the sensory experience that hard seltzer and emerging RTD brands were setting up for drinkers.

What is drawing younger audiences to emerging brands?And what are familiar attributes that could draw older drinkers back to an adventurous mindset?
 
Working in the initial concept of “Jamba Juice/Smoothie,” we started exploring the surreal energy of kids packaging from the ’90s — early Hubba Bubba, Fruit Gushers, Airheads, etc. Eventually creating a visual brand that makes your mouth water.

Creative Direction: Michael Kiser

Art Direction, Design, and Illustration: Araña Schulke

Production Design: The New Belgium Team

Product Photography: @taylorhumby