BRANDARELLA AND I BROUGHT NOOSA TO LIFE FROM A MERE ABSTRACT IDEA. THEY WERE INSTRUMENTAL IN DEVELOPING THE LOGO, LOOK AND FEEL, PACKAGING AND ONLINE EXPERIENCE. WHAT THEY HELPED CREATE HAS GONE ON TO BE ONE OF THE MOST DISRUPTIVE PRODUCTS IN THE YOGHURT CATEGORY IN THE PAST DECADE. I’M ETERNALLY GRATEFUL FOR THEIR CREATIVE VISION THAT HAS HELPED PROPEL NOOSA INTO THE $100M+ BRAND IT IS TODAY — KOEL THOMAE
Brandarella worked directly with noosa's founder from the beginning, carving out a unique brand position, voice and look. At launch, the yogurt aisle was humming with nutritional claims: low fat, high protein. As a high fat, high sugar product, we zagged, promoting bold flavor and indulgent taste. We expressed that with big, stylized silhouettes on delicious jammy colors, showing off the product in clear tubs. Simplicity reigns: we kept the pack clean, using dramatic scale for shelf pop and to provoke curiosity. Messaging and brand story were intentionally sparse. This gave a feeling of discovery and curiosity, and led to high engagement and sharing online. Our original design still holds, and has survived 2 company acquisitions unscathed — very rare!
Playful, expressive and bold, the logo works hard to channel the brand personality and point of difference: joy, indulgence and satisfaction. It's strong enough to sit on top of the clear tubs and deepest blueberry, and was visible across the yogurt aisle. This allowed the brand to "pop" and to be memorable.
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