Developing a brand that brings joy and balance

Client
Nuuva Foods.

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Services
Brand Strategy
Creative Direction
Art Direction
Brand Identity
Naming
Logo Design
Packaging Design

Challenge

Nuuva is a crafted sweets company specializing in wholesales products for the food industry. After 5 years they were ready to launch their first retail line into the market. Having no experience in the retail industry they needed to build a new brand that both retained the fundamental values of their company but had a voice of its own, allowing them to grow into a niche market of chocolate lovers as well as the wellness segment that would be potentially interested in their new CBD infused products.

Outcome
The Nuuva Chocolatier brand was built from the ground up, establishing a new vision and core beliefs from which this independent brand could grow independently, with its own story and voice. We went through naming, to creating a powerful brand Identity for the new chocolate line. This translated into a complete packaging system that encompassed all their different products and allowed them to expand as these grew.
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Impact
Nuuva was able to understand their offering in a much deeper way, shaping it to appeal to customers they did not have initially in mind. This gave them the tools to plan products and brand communications under a cohesive narrative and purpose they could fully stand behind.

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What happened?

The Nuuva Chocolatier brand was built from the ground up, establishing a new vision and core beliefs from which they could grow on its own, with its own story and voice.

1.0 Discovery Phase

Positioning and Core Values

Long before the design process began, we worked on establishing a true purpose from which to start building a solid brand foundation.

The people that are behind the company are its most valuable asset, so truly understanding Nuuva’s passion for chocolate was crucial for developing their vision. Clarity on that vision allowed us to then build value around it and construct upon how that value could be unique. This process allowed them to focus on what they could offer beyond the product.

User Personas and customer journeys

Once we understand a brand’s core, we can understand who we will be serving, who the customer will be.

Together, we worked on understanding the anatomy of the Nuuva community, and how that community could grow beyond the product. Analyzing their tribe and how they could better serve them, helped us shape their offer and with that, their communications, guiding them towards something not only unique but relevant to their customer.

2.0 Implementation Phase

Generating an Identity

The assets we designed for them were drawn from the insights of this process, aligning vision to product making it able to create relevant aesthetics and intentional communications.

All the knowledge that we acquire through our Discovery Sessions informed a full on exploration of the universe of the brand that was presented and later developed into final actionable assets like logotypes, color palette, photography style.

Giving the brand a voice

The insights gathered not only informed how they looked but what they would say. A clear representation of their values in the form of voice and tone further deepened the identity and guided the how narrative could be shaped over time.

3.0 Validation Phase

Packaging Design

A complete packaging system was designed to encompass a variety of presentations and flavors. This was accompanied with an in-store display and unboxing experience for website purchases.

The importance of this process was allowing nuuva to have a system upon which to adapt, grow and expand their product offering without losing brand consistency.