Sumptuously smooth and creamy chocolate cake, soft fudgy brownies, Funfetti cakes topped with colourful sprinkles, decadent dark choc and raspberry donuts… are you hungry yet? We’ve created a brand as tasty, and good-for-you as Noshu’s sugar-free, gluten-free, low-carb products.
Challenge
Standing out on shelf… the ultimate battle ground
Australia’s fast moving consumer goods (FMCG) market is extremely competitive. The key to thriving in this challenging environment is to focus on building your brand. Strong brands deliver above-average returns, helping create stronger profits, and long-term growth. Enter Noshu Foods, a major disruptor in the mainstream snacking category. Noshu challenged us to create cut-through on shelf by reinvigorating its brand and packaging, and, engaging its customers, to drive ambitious expansion plans.
Insights
Have your cake, and eat it too
The continual rise of diabetes and an increase in general health-conscious consumers, has created a substantial need for healthier, better-for-you alternatives, particularly sugar-free products. Noshu Foods was born from this demand, and has created a loyal and strong brand following with ever increasing growth opportunities.
Execution
Right down to the last crumb
Collaborating with the Noshu in-house creative team we kneaded its brand and packaging into a new form, to reinforce their premium status and disruptor positioning.
Evolving FMCG product packaging means every crumb, every detail must be scrutinised. We kept only the good-for-you design elements, vibrant colours, a new icon system and beautiful photography — the result is a playful pack design that is visually elevated, clean, easy-to-read, and desirably differentiated.
Results
On the rise
The new brand and refreshed packaging have helped drive expansion into New Zealand, add a new line of ready-to-eat bakery products and pick up 200 new independent retailers. It's safe to say that Noshu is on the rise.
