NUFS
Crafting a bold graphic language to breathe life into a mostly black-and-white cracker aisle
NUFS is a healthy snack brand founded by sisters after their dad was diagnosed with diabetes. They struggled to find clean, low-sugar, filling snacks that tasted good. Our challenge was to balance the clean and healthy ingredient profile with the delicious taste and fun of the snack occasion. Our goal was to establish an ownable brand and packaging system that lived up to the NUFS purpose: Have fun with food.
SCOPE
Visual Identity System, Verbal Identity and Messaging, Printed Collateral Design, Packaging System Design
Building on the brand’s purpose to “Have fun with food,” our key challenge was to visually communicate the product’s clean ingredients but also the fun and flavor.
NUFS came to The Working Assembly looking to refresh their visual identity for their family-founded good-for-you cracker brand. They were looking for a bold wordmark that was unmissable in the crowded cracker aisle, a lively color palette connected to their unique flavors and a visual language that communicated clean ingredients. And everything needed to exude the joy of snacking.
Our expansive brand system includes graphic representations of the products, a bold yet legible wordmark, a personality-packed mascot and an organic-feeling illustration style.
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