We created a new identity and packaging that would help establish Nuts.com as a distinctive brand. The redesign incorporates the brand's irreverent and chatty tone into the packaging with friendly hand-drawn typography and illustrations. Bags and shipping boxes are covered in commentary such as, 'This way to your taste buds!' and 'Isn't it nut-astic?' The typeface was hand-drawn by Michael Bierut and converted into a font by Jeremy Mickel, who created a lot of alternate characters. Illustrator Christoph Niemann redrew the cartoon nuts to complement the typeface; the mascots appear on the bags of nuts, where they are reversed out to show the product inside.