HOW NEKTA TURNED HEADS AT ITS FIRST TRADE SHOW
by Jenny Walters, Nettl of Birmingham
approx 3 minute read
“Looking back, it’s one of the best investments we’ve made.”
When Nav Dhesi and his brother launched Nekta, they weren’t just building a drinks brand, they were creating a category. Nekta’s alcohol-free adaptogenic elixirs sit somewhere new: not a soft drink, not a mocktail, but a genuine celebration in a can.
Founded by two South Asian brothers and rooted in their Punjabi-British heritage, the brand is already making waves in the UK’s functional drinks scene.
But a bold idea needs a bold presence. As a start-up preparing for its first national trade exhibition, Nekta faced a familiar challenge: how do you stand out in a crowded hall when you’ve only got a few seconds to catch someone’s eye?
The answer was a lightbox display. Which is something they had never even considered until their local Nettl team introduced the idea. “Looking back, it’s one of the best investments we’ve made,” says Nav.
“It’s almost like having two displays in one.”
Nekta’s 2m x 2m lightbox became the centrepiece of the stand instantly. “It elevated our brand and gave us a polished, professional presence that stood shoulder to shoulder with far more established businesses,”
Nav explains. “It creates a genuine ’wow’ factor and is one of the first things people comment on.”
Two features have proved especially valuable. First, versatility: interchangeable graphics mean one side carries a striking hero image for exhibitions and tastings, while the reverse shows Nekta’s brand pattern – a clean backdrop for interviews, photography and video. “It’s almost like having two displays in one.”
Second, portability. Despite its size, the lightbox packs into a compact wheeled case that fits in the back seat of a standard car. “As a founder-led business that sets everything up ourselves, that’s invaluable. We can create a premium presence without specialist transport or a big team.”
“It’s far more than a display.
It’s a statement piece.”
Today the lightbox travels to virtually every event Nekta attends, helping the brand present a consistent, recognisable identity wherever it goes.
A lightbox turns a stand into a statement.
It helps people notice you, remember you, and immediately see you as established and professional.
Nav’s verdict for any small business weighing it up?
“A resounding yes. It’s far more than a display. It’s a statement piece.”
