Nummies
Nummies is a mushroom-based functional superfood and vitamin company that aims to help people get nutrients conveniently and tastefully. With candies that replace salads and mushrooms tasting like raspberries, Nummies definitely couldn't do more of the same.
Location: United States
Role: Branding & Packaging
Date: 2022
Challenge
The main goal and challenge were to stand out Nummies in a relatively saturated market with players offering similar benefits. We needed to find a new way to communicate the real ingredients and brand credibility beyond what had already been explored by competitors, offering a fresh and bold proposition to the consumer.
Solution
Even among many competitors, Nummies' packaging manages to differentiate the brand at first sight, whether on store shelves or in e-commerce. With a bold visual language, the products have made the pharmaceutical and scientific aspects of the product appealing and intriguing while connecting with the audience through irreverent and straightforward texts. Going further, the proposition appropriates common attributes of the category but makes them unique and proprietary.
Insights
Real food, real benefits & real talk.
To differentiate Nummies as a brand of natural ingredients, reliable processes and good results, we expanded the brand's transparent and honest proposition to the entire visual universe. In this way, we develop an aesthetic that works with transparency and efficiency in a modern and friendly way.
To break the serious look, we use humorous copywriting. People are easily attracted to funny content because it puts them in a better mood, and is also a great opportunity to humanize the brand and draw attention to their products.
The developed visuals express the Brand essence with originality, bringing a fresh look to the category. Our goal was to make the brand inviting and desirable for an audience that normally does not have such a strong appeal for healthy products.
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