NUUN Design & Branding NUUN PACKAGING by Creature

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Industry Vitamins & Diet Complements
Media Design & Branding
Market United States
Agency Creature
Creative Director Steve Cullen
Art Director Chris Campbell, Shabazz Larkin
Copywriter Chris Riley, Husayn Raza
Released November 2010


One Show 2011
One Show Design Package Design / Single Merit

Credits & Description

Category: ii. Core FMCG
Advertiser: NUUN
Date of First Appearance: Feb 1 2011
Entrant Company: CREATURE, Seattle, USA
Principal/Executive Creative Director: Jim Haven (Creature)
Principal/Executive Creative Director: Matt Peterson (Creature)
Creative Director: Steve Cullen (Creature)
Art Director: Shabazz Larkin (Creature)
Art Director: Chris Campbell (Creature)
Copywriter: Chris Riley (Creature)
Copywriter: Husayn Raza (Creature)
Designer: Nicole Mills (Creature)
Designer: Glenn Newcomer (Creature)
Producer: Kristin Holder (Creature)
Account Executive: Ryan Cunningham (Creature)
Account Executive: Kelly Stephenson (Creature)
Project Manager: Mandy Hoover (Creature)
Electronic Producer: Kiry Luc (Creature)
Media placement: Tubes (packaging) - Supermarkets, athletic stores - 1 February 2011
Media placement: Box (packaging) - Supermarkets, athletic stores - 1 February 2011
Describe the brief from the client
Nuun came to us with the task of rebranding their product. While they had a loyal following, they wanted to expand their fan base. They not only wanted to include the hardcore athletes, but the active and social ones. In order to do that, they had to uniquely and boldly redefine the Nuun logo.
Describe the challenges and key objectives
Two of the main objectives were to increase awareness and encourage loyalty. As Nuun grows and aspires to keep more people hydrated, they face an interesting brand challenge: how do you preserve your integrity as a premium hydration solution and your heritage as a beloved brand, but open your benefits to a wider audience? They strove to appeal to a middle range of athletes, while still creating a sense of passion, energy and empowerment.
Describe how you arrived at the final design
The key idea is simple: power their passion. The new face of Nuun amplifies the energy and vitality of the brand and makes the product’s advanced hydration science feel as easy as dropping a tab into water. The redesigned Nuun logo gives form to the unique name in a flexible system anchored by the signature “electrolyte” N. The new tubes simplify instructional elements with graphics and embody flavour cues through the bold use of colour, making the product’s promise clear and friendly: “one up your water.” The innovative packaging maximises display space to create a modular, attention-snagging system for use in a variety of applications
Give some indication of how successful the outcome was in the market
Results are early, as the new packaging and website only recently launched, but emphatically positive. Orders in grocery stores and golf shops are swelling and the user base is rallying behind the brand they love.