BPO


Nuts.com designed by Pentagram

New packaging with illustrated character detail designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

Originally established in 1929 as the Newark Nut Company, Nuts.com is a family owned on-line retailer of nuts, dried fruit, snacks, chocolate, tea and coffee. Following a recent url change, international design agency Pentagram, lead by partner Michael Bierut, created a new visual identity and packaging solution ‘that would help establish Nuts.com as a distinctive brand’.

Based around a bright and distinctive colour palette, organic, heavy line-weight character illustrations (their hidden arms giving them a childlike cheek but innocent personality), a loose, ‘hand rendered’ proprietary typeface alongside an uncoated unbleached material choice, the design solution successfully mixes the playful, conversational and tactile to capture the brand’s youthful, personal and wholesome sensibility.

New packaging with illustrated character detail designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

“The company first launched its site in 1999 with the slightly confusing name/URL NutsOnline.com––a second choice after it found the URL Nuts.com was already taken. This year the company finally secured the Nuts.com address and made the move to the new name. With the change, the company asked Pentagram’s Michael Bierut to create a new identity and packaging that would help establish Nuts.com as a distinctive brand. The new graphics create an unmistakable look and feel that is fun, personal, and well, a little nutty.”

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

“Bierut’s redesign incorporates this irreverent and chatty tone of voice into the packaging with friendly hand-drawn typography and illustrations. Bags and shipping boxes are covered in commentary: “This way to your taste buds!,” “Isn’t it nut-astic?,” etc. The typeface was hand-drawn by Bierut and converted into a font by Jeremy Mickel, who provided a lot of alternate characters. The illustrator Christoph Niemann redrew the cartoon nuts to complement the typeface; the mascots appear on the bags of nuts, where they are reversed out to show the product inside. A bright, appealing color palette completes the cheerful look.” – Pentagram

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

Follow BP&O:
RSS
Facebook
Twitter

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

Custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

Custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

New packaging with illustrated character detail and custom typography designed by Pentagram for nut, snack, tea and coffee brand Nuts.com

More packaging design work:

Packaging - Popchips  Packaging - Jealous Sweets  Packaging - Cuckoo Muesli


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.