As more people place more importance on their wellbeing, they’re looking for products that deliver nutritional goodness without compromising on convenience and taste. There’s simply nowhere for brands to hide with less than excellent credentials in that space. We were tasked with creating a new Nestlé brand to bridge the gap between wholesome snacking and great taste.
To succeed in winning hearts and minds (and mouths), we created a visually vibrant identity system to tantalise taste buds. But to create something that genuinely embraced the broader sense of wellbeing, we also needed to ensure the packaging itself lived up to the brand’s wholesome proposition. So, during the project, we collaborated with Nestlé Global Confectionery R&D centre to support the creation of the world’s first 100% recyclable paper packaging in the snacking segment.