Nutorious was an existing nut confection product with Midwest distribution and a brand focus on its Wisconsin roots. However, their goal was to take their brand to the next level, expand the product line and gain national distribution. To achieve this with a limited advertising budget, packaging had to drive the marketing push to distributors and customers alike.
Through our brand immersion process, we interviewed clients, distributors and retailers nationwide, key benefits and motivators to purchase. BR also performed taste tests to help develop an intrinsic brand direction. In contrast to other nut brands that promoted complicated, pretentious flavors, Nutorious had a natural and simplistic flavor profile. In support of this research and the addictive quality of the brand, we developed the tagline, “Innocently addictive.” The flavors were uniquely renamed and color-coded as part of the packaging redesign. Fun icons and conversational disclaimers also brought personality to the brand. In addition, “Top it Off” packaging was created to introduce the nut topping product line. Sales materials, trade show booth design and a website helped push the brand in trade support.
Within 6 months, sales and distribution had tripled, retailers ordered the entire product line and the brand went national.