Retro Nuts

We were tasked with creating a brand identity for a line of Japanese-style coated peanuts—a snack commonly found in Mexico and Latin America, but not in the United States. With an established brand and target audience in Latin America, the client wanted to expand into the US market with flavors and a brand more appropriate for the clientele. For this new product line the look would be clean, modern, and appealing to picky American shoppers. When we got down to the nuts and bolts of the issue (we couldn’t resist) we discovered there are a myriad of nut and snack options. They needed a way to stand out on the shelves without resorting to annoying or obnoxious packaging. Our less-is-more strategy was grounded in minimal typography, bold colors, and a library of beautiful photography. The finished product highlights the rainbow of flavors offered, but doesn’t obscure the product with and overly designed packaging.