Nourish
Presence on the shelf, principles intact.
Nourish produces honest pantry essentials — yet noisier rivals with thinner credentials kept winning the shopper's glance. The previous packs hid the label's strongest cards: brief ingredient decks, nearby sourcing, compostable substrates.
The rethink puts craving first and conscience second: cream base stocks, illustration led by the produce itself, and a single confident appetite shot on every SKU.
Inside the commission
- Aisle studies in 40 shops plus interviews with passing shoppers
- Range architecture covering all twelve SKUs as one family
- Bespoke illustration set with appetite photography direction
- Print-ready dielines with a buyer-facing sell-in presentation
The road we took
We opened in the aisles rather than at our desks — recording sightlines at various heights and ranges to discover what truly breaks a shopper's scan. Appetite won at three metres; provenance sealed the choice at arm's length. The pack hierarchy mirrors that sequence exactly.
Mock-ups were built on the real board and judged under actual shop lighting before any dieline was locked, leaving nothing to chance on press.
Where it landed
The range replenished region by region with no shopper confusion between SKUs, and buyers say the refresh unlocked conversations with two national chains. Green credentials stayed core — every pack recycles at kerbside or composts — yet never resorts to shouting.