The continual rise of diabetes and an increase in general health-conscious consumers, both in Australia and globally, has created a substantial need for healthier, better-for-you alternatives, particularly sugar-free products. Noshu Foods was born from this demand and for over 5 years has been a major disruptor in the mainstream snacking category. A reputation built on innovation, quality, and the integrity of its products and ingredients has created a loyal and strong brand following with ever increasing growth opportunities.

We were engaged to work collaboratively with the Noshu team to support their ambitious expansion plans by reinvigorating its brand and packaging, to cement its premium status and disruptor positioning. A holistic approach to understand the category, core audience, and brand informed the creative solutions. The intent was to amplify the brand through an engaging narrative, and contemporary visual identity, to connect emotionally with savvy, educated, and passionate customers.

We baked a clean and modern identity, complemented by ‘Sugar Free’ hero messaging, mixed with a coherent brand system to strengthen the premium positioning of the brand. Sleek still-life product photography, with an evolved and vibrant colour palette, visually elevated and differentiated the brand’s products while enhancing shelf presence. The result is a dynamic brand identity that retains its playful enthusiasm with an air of luxury and vibrancy to appeal to both loyal and new customers.