An Exercise in Trust is the Big Reason why Nourish Snacks Look So So Good

Published

June 28, 2017

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Snacking is usually put into two categories: “punishingly healthy or junk,” Tom Wilder of Collins said. So when faced with the challenge of designing Joy Bauer’s line of snacks, Nourish—which are both healthy and incredibly delicious—Collins wanted the packaging to reflect that. We spoke with CCO & Founder Brian Collins and Creative Director Tom Wilder to learn more about setting out to do something radically different, why they design with a mobile-first mentality, finding inspiration in new places, and more.

Brian Collins: First, this food is amazing. We’ve been hooked since Joy Bauer first brought us over the newest recipe she whipped up in her kitchen. So, we believe in the product. In Nourish. And in Joy. That shaped everything from the start.

Tom Wilder: Yes. That exuberance she brings to The Today Show is real.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.