Richard Janssen

Nut Expert in the Spotlight

Design, Strategy

Exclusively for PENNY stores, the family-owned Janssen company wanted to develop packaging for its new snack format: a nut mix that was healthy – and not boring at all.

When the young leadership at family-owned Richard Janssen was ready to question the brand’s role in today and tomorrow, we were there from the start. After a branding and positioning workshop, it became clear that there was a great opportunity for the previously B2B-oriented company to make the step into retail.

A snack label with a humorous approach would be a great opportunity to show that healthy snack alternatives don’t have to look “eco” or boring. This is how the idea for Nono’s Snack came about – two nut mixes that completely leave the stage to the cheeky, friendly squirrel Nono as a nut collector and gourmand.

The colorful, playful design proves that healthy snacking can also be fun – and that it’s worth leaving the “healthy” design codes behind. The omnipresent squirrel is a visual eye-catcher and provides the brand with an emotional framework for authentic storytelling.


1 Award

Dieline Award 2022 in the category “Savory Snacks,” 3rd place.

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