Reviewed Logo, Before and After

Launched in 1999 as NutsOnline and based on a family business dating back to 1929, the newly named is an online retailer of more than 200 varieties and treatments of nuts as well as dried fruit, snacks, chocolate, and coffee and tea. Based in New Jersey, has a 60,000-square-foot space and 80 employees. After living at for thirteen years, the company was finally able to purchase — details here — adopt it as its name, and design a new identity and packaging around it, which was designed by Pentagram partner Michael Bierut, quite literally this time: the logo and type are based on his own hand-drawn alphabet, digitized by Jeremy Mickel. The identity is complemented with nut character illustrations by Christoph Niemann. Logo, Identity, and Packaging

Logo variations. Logo, Identity, and Packaging

Font with alternate characters. Logo, Identity, and Packaging

Previous packaging. Logo, Identity, and Packaging Logo, Identity, and Packaging

Everything about the previous version of the business felt second-rate: from the name, which is as 1999 as it gets, to the logo to the packaging, all lacked any kind of sophistication. Not that it really mattered, as the business reached annual revenues of more than $20 million, but why not look your best when you have a great business selling one of the greatest food groups in the history of snacks? The new identity and packaging is one of my favorite of the year so far. It’s simple, striking, and fun even though for the most part it’s all based on kind of “dumb” graphics. The logo and hand-drawn alphabet are not particularly the greatest feats of graphic design and Christoph’s mighty nut characters don’t have the conceptual depth of his typical work but, when combined, against texture-free, super bright backgrounds, the whole is crunchier than its parts. Overall, this is one of those projects that demonstrate the potential of identity design to create something that is simply just joyful and, in this particular case, something that creates even more expectation when receiving a package already full of goodness.

More about the project can be found here. Logo, Identity, and Packaging Logo, Identity, and Packaging Logo, Identity, and Packaging

We are having some issues with our polls. Sorry about the inconvenience. Update: Voting is fixed.

Reviewed July 9, 201207.09.12 by Armin

↓ Poll

Voting Begins
Voting Ends


This entry was generated in the previous layout of the site. Images and styling will be slightly off.

Poll and results are shown at the end of the post in the main content area.



Upcoming BNConfs

Chicago 2017
Pre-sale tickets are now available for the 2017 Brand New Conference in Chicago on September 14 – 15.

Europe 2018
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.