Evolving a Kitchen Icon

Nutribullet’s "wave" is more than a design element—it is an ownable brand identity. Our challenge was to take this heritage language and sharpen it for a new era. We moved away from literal translation toward a sculptural, graphic interpretation, creating a Visual Brand Language (VBL) that feels both familiar and fundamentally contemporary.

The outcome is a kitchen appliance that sets a new tone for the brand with its high-quality finish and "monolithic" silhouette. We pushed for an exceptionally clean body where the intuitive UI remains invisible when dormant, only glowing to life once the vessel is installed. This commitment to a "fewer but better" aesthetic, paired with a powerful 1200W motor and a refined sound profile, earned the Ultra a Red Dot Design Award in 2024