The products were made for children but we knew that the decision to purchase Nuttery Buttery or not would be their parents’. And this was the real challenge - to create an identity that was appealing to children and adults alike.
To help justify the range’s premium price point, the strategy was to create packaging that, on the one hand, delivered a reassuringly premium feel for parents whilst, on the other, incorporated child-based cues that youngsters could relate to and enjoy.
The logo itself was artisan in nature which was a nod towards the butters being handmade. Each flavour was given a roundel and associated character, based on the nut featured in that flavour. They formed a playful, differentiating element, aimed at children but loved by parents. Touches like the copper foil flavour descriptor gave the labels enhanced shelf presence and all-important stand out, while also ensuring the packaging visually delivered on the premium price point.
The design, textures and finishes combined to create a playful brand, full of personality, yet one that retained premium cues. The look and feel gave the product range an endearing quality that turned it into a collectable ‘family’ of products, which consumers felt compelled to collect.
