NUTSO
 
NUTSO began as a self-initiated exercise in building a brand from the character out. I developed the concept for an organic peanut butter with a simple premise: real food, real simple, with a personality people would remember. Rather than starting with a jar and designing a label, I started by creating NUTSO himself, a slightly nutty, confident little character who could become the personality and voice of the entire brand.
 
From there, I developed the identity, packaging system and individual product personalities, carrying the idea through point-of-purchase displays, retail environments, digital, social content, advertising and merchandise. Every touchpoint was designed to feel like it came from the same world, with a consistent visual language, sense of humour and attitude.
 
The exercise was really about demonstrating how far a single strong idea can travel. A character becomes a personality. A personality becomes a brand. And the brand becomes an experience people can recognize, connect with and remember.