top of page
RNDR_MFF_NBB_Duo.png

A Bold and Nutty Relaunch

As a leading manufacturer of confections and nut items, Mount Franklin Foods is known for its exceptional quality and product variety. Looking to reinvigorate and boost sales of its privately held retail brand, Softer than Brittle, the team at Mount Franklin Foods jumpstarted a full rebranding initiative. 

​

To attract the target millennial and Gen X consumer, we renamed the brand Nubu, a subtle nod to the product’s on-trend main ingredient – nut butter. To drive usage and communicate the product benefits, we repositioned the brand as a better-for-you snack and revised the communication hierarchy. A bold color palette was integrated for shelf pop while floating product imagery emphasized the snackability of the bites and the unique, crunchy texture. 

PROJECT SCOPE

Brand Development

Positioning

Naming

Brand Language

Brand Identity

Packaging Design

Photography & Illustrations

WEB_MFF_SofterthanBrittle_Before.png
BEFORE

Integrated Marketing

Point of Sale

RNDR_MFF_Logo.png

To clearly communicate the snackability of the crispy chickpeas, we developed a catchy new moniker, Chickpeatos. The sprightly typeface with special emphasis on the “pea” circles back to the wholesome, organic chickpea as the main ingredient. 

RNDR_MFF_NBB_Family.jpg

Every package utilizes bold product photography and colors to heighten taste appeal, proving healthy snacks can be delicious. 

Consumer demand and on-the-go snacking trends led to the development of single-serve grab packs. 

WEB_MFF_ShopperSillouette_2.png
RNDR_MFF_BDD_Gen_DisplayShipper.png
WEB_MFF_StyleGuide.jpg
RELATED WORK
Pepperidge Farm Cookies Package Design Hughes BrandMix
Stonyfield Fruit Snacks Package Design Hughes BrandMix
LoveGrown Cereal Package Design Hughes BrandMix
bottom of page