Packaging Spotlight: Nuts Redesigned

August 20, 2012 No Comments » Add Consumer Insight
Packaging Spotlight: Nuts Redesigned is exactly what it sounds like: an online retailer of every kind of nut, from peanuts, pistachios, pecans and pine nuts, to cashews, almonds and filberts, in salted, unsalted and organic varieties. Founded by “Poppy” Sol Braverman in 1929 as the Newark Nut Company, the family-owned business has grown from a stand in Newark’s Mulberry Street market into a thriving site that sells over 2,000 items and has annual sales of over $20 million. The company has been named one of the “Top Tastes of New Jersey” and featured on “Rachel Ray,” and with the slogan “We’re more than just nuts,” also offers dried fruit, snacks, chocolate, coffee and tea.

The company first launched its site in 1999 with the slightly confusing name/URL––a second choice after it found the URL was already taken. This year the company finally secured the address and made the move to the new name. With the change, the company asked Pentagram’s Michael Bierut to create a new identity and packaging that would help establish as a distinctive brand. The new graphics create an unmistakable look and feel that is fun, personal, and well, a little nutty.

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