Depot Creative – Nudus

 ‘Nothing added, just bare-naked goodness’, was the positioning we gave to these devilishly good snacks. We wanted simplicity and honesty to be immediately visually communicated but also to have a bit of playful cheekiness about it. The goodness comes through the product photography and the cheekiness through the copy.The products, namely fruit and vegetable chips, are gloriously colourful in both their fresh and dried states. In order to convey the untainted nature of the snack, we photographed the freshly picked and sliced fruit and vegetables perched on the air-dried slices. There really is nothing more to this product, they are simply very, very slowly and gently air-dried ensuring both colour and nutrients are retained. They are big on crunch and flavour and can be eaten as a snack or added to muesli or even accompany a fruity little cocktail. Everything is grown locally in Australia and produced in small batches. I think the ingredient list is the shortest I have ever worked on!The black back drop of the packaging allows the images to sing out and the simple composition was inspired by classic still-life paintings—we weren’t quite thinking reclining nude with fruit draped everywhere but our fruit definitely needed to be naked! The raw typography style is inspired by the vintage “Dymo Label Makers’, I still have mine!Simplicity and goodness are at the heart of the product and so is the design execution and printing. A combination of matt and gloss finishes used to maximise impact and optimised artwork to accommodate the printing process.