Übernuts
A challenger brand in the nuts-and-seeds category
Seeking to infiltrate the crowded Romanian packaged nuts & seeds market, a major player in pasta & snacks embarked on creating a brand with a distinctive personality, vibrant charm and playful humor.
The brand Brandient created — "Übernuts" — leverages the German term 'über', known for its connotation of superiority in both English and Romanian slang, to project an air of top-tier quality, but in a light-hearted manner. The brand’s cheeky naming also taps into the multiple implications of the term 'nuts’ to resonate with a younger demographic.
This offbeat brand name inspired the creation of a unique logo, rendered in hand-drawn typography that strikes a balance between eccentricity and naivety, laying the foundation for a spirited visual platform. The packaging design wittily mirrors pop culture’s obsession with stardom, suggesting that even the tiniest nut harbors dreams of fame, whether as a rock star, footballer or illusionist.
The brand’s choice of striking neon colors makes it a shelf standout, inciting curiosity, encouraging trial purchases and building brand awareness. The work was recognized with a Graphis Design Annual Merit and a Pentawards Silver (2014).
Client:
Montebanato
Industry:
Food and Beverages
Project type:
New brand creation
Date:
2012
Services:
Brand Positioning, Brand Name, Narratives and Voice, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design
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