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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.

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