Overview of the Project
Nudeli is a dynamic and vibrant nut brand that focuses on offering high-quality, natural products, including almonds, cashews, walnuts, and macadamias. It caters to health-conscious consumers, particularly targeting young people and modern families who prioritize maintaining a healthy lifestyle while enjoying delicious snacks. The overarching goal of this project was to position Nudeli as a cheerful and friendly companion to a healthy, active lifestyle—delivering not only great taste but also essential nutrition through every product.

The challenge was to create a brand identity that would stand out in a competitive nut market, resonating with younger audiences while simultaneously ensuring credibility and trust for premium nuts. Nuts such as almonds, cashews, walnuts, and macadamias are often associated with health benefits, and for a new brand like Nudeli to gain consumer trust, it had to showcase the natural, high-quality aspects of the products in a way that felt fresh, fun, and modern. The brand needed to be a balance between playful and professional, ensuring the consumers recognized the quality while still engaging with the joyful and approachable nature of the brand.

Through the development of a comprehensive brand identity—beginning with a playful yet professional logo, bold and eye-catching packaging, and a well-rounded marketing campaign—we were able to craft a cohesive experience for the target audience. Our branding statement, “Nudeli – Joyful Health, Nutrition from Nature,” encapsulated the brand’s core message and values, which we aimed to communicate clearly across all platforms and touchpoints.

The Challenge
In the highly competitive snack and nut market, standing out is not only about offering quality products but also about building an identity that resonates with consumers on a personal level. The main challenge that we faced with the Nudeli brand was to craft an identity that was both fun and approachable for a younger, modern audience while also maintaining the credibility required for a premium nut brand. Nuts, particularly almonds, cashews, walnuts, and macadamias, are commonly regarded as healthy, but the challenge was ensuring the branding conveyed that message clearly without coming across as too generic or bland.

The playful elements of the brand—such as the squirrels in the logo and the bright, vibrant yellow-orange color scheme—could easily risk undermining the credibility of the product. The task was to ensure that these elements maintained a sense of fun and lightheartedness without compromising the professionalism and nutritional value that consumers expect from a premium brand. At the same time, the nut market is highly competitive, with numerous well-established brands. Nudeli had to find a way to differentiate itself and break through the noise.

Consumers today are not just looking for healthy snacks; they want snacks that match their lifestyle and values. The challenge was to create a brand that could speak to both the health-conscious nature of consumers and their desire for a joyful, fun experience when making product choices. Nudeli had to strike a balance between communicating the natural and nutritious benefits of its products while positioning itself as a playful, contemporary brand that appeals to younger consumers.

The Solution
In order to address these challenges, we focused on a holistic, multi-faceted approach to developing Nudeli’s brand identity. The solution was designed to marry the playful, approachable elements of the brand with a sense of quality and trustworthiness that would appeal to a discerning consumer. Our design choices and marketing strategies were all aimed at ensuring that Nudeli could resonate with its target audience while building the credibility necessary for a premium brand in the competitive nut market.

1. Branding and Logo Design
One of the most crucial elements in establishing Nudeli’s identity was the logo design. While the brand needed to feel fresh and playful to attract younger audiences, it also had to feel professional enough to represent the quality of the product. To achieve this, we retained the squirrel imagery within the logo, which is a natural and fun symbol of nut gathering. The squirrel’s playful nature embodies the core values of Nudeli: fun, health, and connection with nature.

However, we paired the playful imagery with a design that used modern, clean lines and a strong, slightly rounded font that was both approachable and professional. The color palette of bright yellow-orange, combined with warm browns, added a sense of energy and cheerfulness without veering into childish or overly whimsical territory. The yellow-orange hues invoked a sense of warmth and positivity, aligning perfectly with the idea of “Joyful Health.” The brown tones, representing the natural, earthy quality of the nuts, balanced the playful colors and grounded the design.

2. Packaging Design
In addition to the logo, the packaging design played a key role in conveying the brand’s identity. Packaging for food products must not only be visually appealing but also provide essential information that communicates the product’s quality and value. To achieve this, we ensured that the packaging incorporated modern design elements while also emphasizing the natural aspects of the product. Stylized nut illustrations were used to enhance the visual appeal and make the packaging more memorable.

The nutritional benefits of the nuts were prominently featured on the packaging in clear, easy-to-read formats. This helped build trust with consumers by reinforcing Nudeli’s commitment to offering natural, nutritious snacks. We used clean and straightforward typography to communicate key product information, such as the type of nut and nutritional highlights like “rich in protein,” “high in healthy fats,” and “source of antioxidants.” This emphasis on transparency and the natural benefits of the product helped establish Nudeli as a trustworthy brand that consumers could rely on for healthy, high-quality snacks.

The design of the packaging also prioritized sustainability. We chose eco-friendly materials and minimalistic packaging that not only communicated Nudeli’s commitment to the environment but also appealed to the modern, socially-conscious consumer. By integrating these sustainable practices into the packaging, we were able to reinforce the brand’s identity as a responsible and forward-thinking company.

3. Marketing and Communication Strategy
Once the brand identity and packaging were developed, it was time to bring the brand to life through marketing campaigns. Our strategy was to engage with the target audience by showcasing Nudeli as not just a product but as a fun, vibrant part of a healthy lifestyle. The marketing approach centered on using social media platforms to create a connection with younger audiences and build a community around the Nudeli brand.

We used humor, relatability, and creativity to bring the brand to life through short videos and memes featuring the Nudeli squirrel in different everyday scenarios. Whether it was the squirrel enjoying a breakfast bowl of oats with almonds, a picnic scene with friends snacking on cashews, or a workout break with a handful of walnuts, these visuals reinforced Nudeli’s message of joyful health. The squirrel became the fun and friendly face of the brand, creating a sense of personality and approachability that made it easy for consumers to relate to the product.

We also utilized influencer partnerships to expand our reach, working with health and fitness influencers who aligned with the brand’s values. These influencers shared their experiences with Nudeli products and highlighted the brand’s nutritional benefits in an authentic, personal way. The goal was to create a sense of community around the brand, where people could feel excited and proud to share Nudeli as part of their healthy routines.

In addition to the playful social media campaigns, we also developed informative content to educate consumers about the health benefits of nuts and how to incorporate them into daily routines. This content was shared through blog posts, videos, and newsletters, providing value to the audience beyond just the product itself. It emphasized the idea that Nudeli was not just a snack but a part of a healthy, balanced lifestyle.