IDI Awards 2022
Shortlisted: Best Packaging Design.
Category: Food & Drink.
Shortlisted: Best Packaging Design.
Category: Food & Drink.
Packaging Design
Chocolate Bars /
Shelf-ready Packaging
Nut Butters & Spreads/ Nuffles
Art Direction
Packaging Design
Typesetting
Prepress
Photography
Chocolate Bars /
Shelf-ready Packaging
Nut Butters & Spreads/ Nuffles
Art Direction
Packaging Design
Typesetting
Prepress
Photography
Nobó [ no cow in Irish ] is an award-winning Irish food brand specialising in creating delicious, wholesome, plant-based treats using only the finest natural ingredients, minimally processed without refined sugar and always as sustainably as possible.
Nobó’s chocolate offering was previously positioned as a niche “dairy-free” product alternative, placing it in the “free from” category. The original positioning of the brand, while successfully gaining market penetration, was soon considered a short-selling of the real benefits and unique selling points. Furthermore, the market was evolving rapidly, where “free-from” attributes were becoming a commodity and associated with negative taste connotations. The challenge was to reposition the new chocolate offerings in the wider channels, competing on both taste and quality grounds, always maintaining and reinforcing Nobó’s existing brand values while also integrating them as part of an ever-evolving, growing family of products. Simplicity is the cornerstone of the brand; using minimal but the purest ingredients. Nothing added. Always less, but always better. The packaging reflects that pure, pared-back but quality approach, accentuating the essentials.
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Type and colour remained the primary design elements. A limited palette of black strong type on bold but natural colours was utilised. This along with the restrained approach to the packaging layout further provided the on-shelf differentiation, in what research referred to as a cluttered and homogeneous marketplace. The logotype evolved, expressing further its stamp-like qualities, representing a treat only using the finest natural plant-based ingredients. The design needed to be applicable for both formats of the chocolate and their different sales environments; from the impulse-buy nature of the mini 25g bar to a more premium, and gifting potential, of the 80g format. The variety and evolving Nobó product range and categories, such as nut butters and spreads, were also factored in. In keeping with the sustainable principles of the brand, the paper stock is made from 100% recycled FSC® certified fibres. The flow wrapper for the 25g option, made from plant-based materials, is fully compostable and includes bio-based materials such as wood pulp and corn starch. Nobó breaks down the misconception that plant-based treats sacrifice taste over health benefits. Surprise and delight with treats born out of simplicity.
Self-ready packaging.
Packaging for both product variants. The packaging designed for distribution and shelf display in retail stores across Ireland.
Packaging for both product variants. The packaging designed for distribution and shelf display in retail stores across Ireland.
Nut butters & Spreads.
Packaging for both product variants. The packaging designed for distribution and shelf display in retail stores across Ireland.
Packaging for both product variants. The packaging designed for distribution and shelf display in retail stores across Ireland.
Nuffles: Nut Butter Truffles
The packaging designed for distribution and shelf display in retail stores across Ireland. The outer packaging and the flow wrap had to be produced on different timelines, hence the variation between the two as the original packing remained in the updated box packaging.
The packaging designed for distribution and shelf display in retail stores across Ireland. The outer packaging and the flow wrap had to be produced on different timelines, hence the variation between the two as the original packing remained in the updated box packaging.
