Übernuts naming, identity and packaging design by Brandient.




"A leading player on the pasta & snacks market in Romania decided to enter the packaged nuts & seeds category and needed a new brand for that purpose. The shelf is crowded and lacking differentiation, and packaging is predominantly playing at a functional level—therefore a strategy was devised to create a brand full of verve, with strong personality, cool attitude and good-natured humour, sustained by a bold name and visual manifestation."

"The name Übernuts is using the German ‘über’—which permeated both English and Romanian vernacular as a cool word for “over, super”—to position the brand as a self proclaimed quality standout, but in a light hearted way. The multiple meanings of ‘nuts’ add to the mojo of the brand, aimed primarily at the young demographic."

"The unconventional name prompted a logo designed with a custom hand-drawn typography—at the same time naive and eccentric—which inspired a temperamental visual platform.

The package design is poking ‘Pop Culture’ fun at a celebrity-obsessed world, where even the smallest grain in the crowd would dream to become a celebrity, be that a rock musician, a football player, an illusionist, etc."

"The vivid neon color is a strong brand property, clearly standing out on the shelf, triggering curiosity and trial and consequently building brand awareness with less effort."

Category: FoodRichard Baird