The Assignment
Develop a cohesive brand identity for a nut butter company, including a logo featuring an element inspired by South America to reflect the founder’s connection to the region, along with a flexible label design system that could adapt consistently across multiple flavors while adhering to U.S. nutrition label regulations.
The Creative
This project included brand color development, logo design, packaging graphics, banner design, and advertising copywriting—including the playful messaging featured across the bags and farmers market banners that reflects the brand’s lighthearted personality. The packaging system was designed to be as bold as the flavors themselves, helping the products stand out on crowded retail shelves through strong typography, high contrast, and clear flavor differentiation. The logo incorporates both North and South America to reinforce the company’s connection to the origins of peanuts, its philanthropic initiatives, and its commitment to community impact through nationwide food donation efforts.