Responses by The Working Assembly.
Background: After their dad was diagnosed with diabetes, healthy snack brand NUFS’s founders Jessica and Kristine Tran came to us for a rebrand. They wanted something that would stand out on the shelf, was ownable, and lived up to the NUFS purpose and their audiences desire to “Have fun with food.”
Design thinking: To showcase NUFS’s big flavors, we utilized oversized graphics and typography in an elevated, rebellious manner. The bold logotype fills the box front, speaking to the fun- and flavor-packed product inside, while playful graphic crackers add a pop of color and delight. Cheeky brand language adds an approachable layer, and the editorial undertones throughout the brand system elevate the overall packaging system with a premium vibe.
Challenges: Besides incorporating the product image on the front of pack, finding the right balance of a minimal, bold and elevated visual system while still incorporating moments of delight and play—cue our clever mascot E-Nuf!
Favorite details: The simple but impactful design—it’s so easy to overcomplicate and over design. Keeping a minimal base allowed us to incorporate playful details such as our cracker mascot and cheeky brand language in a way that felt thoughtful and didn’t clutter the rest of the packaging expression.
Visual influences: Doing a competitive audit and understanding where we had the most opportunity to push the boundaries and stand out on the shelf were the first step. Seeing the opportunity to go big and bold in order to stand out, we were inspired by the idea of treating the box like a masthead to champion the brand in a rebellious manner.
Specific project demands: Finding a solve for incorporating a photo of the product on front of box—initially, we fought it, but once we embraced the challenge, it all came together.
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