The Working Assembly creates flavourful redesign for Nufs baked snacks

The gluten-free, dairy-free and seed oil-free snack brand developed a new packaging system with the help of New York-based branding agency The Working Assembly. The redesign aims to embody the Nufs mission ‘Have fun with food!’

The rebranded Nufs packaging and brand identity highlight the healthy ingredients used in its products. This is demonstrated through the use of an organic illustration style that is backed up by graphic representations of the products, a bold wordmark and a lively mascot.

Jolene Delisle, founder and head of creative at The Working Assembly, says, “Our primary challenge was to visually convey the purity of the product's ingredients while highlighting its playful and flavourful essence. We achieved this by integrating vibrant, bold colours and striking graphic elements, perfectly reflecting NUFS' core values.”

Jessica Tran, co-founder and CEO of NUFS, adds, “As a retail-first brand where packaging serves as an in-store billboard, we needed something bold and eye-catching. The Working Assembly delivered beyond our expectations. Customers, buyers and distributors have all praised our sharp new look, and it has helped us secure retail partnerships with major chains like Whole Foods.”