01
IDENTITY AS A SYSTEM
Nouri changed how I think about brand identity. Typography, colour, photography and packaging became more meaningful when I stopped treating them as separate assets and started designing the relationships between them.
BRANDINGPACKAGING#032026
A frozen dessert brand designed from product to identity.
PROJECT OVERVIEW
Rethinking what frozen dessert can feel like.
Frozen dessert often sits between two extremes: indulgent but guilt-driven, or better-for-you but stripped of pleasure. Nouri explores a third position, combining appetite appeal, considered design and honest communication.
The challenge was balancing warmth with restraint. Too playful and the brand loses its premium character; too minimal and it becomes cold. Typography, colour, packaging and photography were developed together to create an identity that feels both inviting and refined.
"How do you make indulgence feel like a considered choice rather than a guilty one?"
BRAND STRATEGY
A brand built around thoughtful indulgence.
01
BRAND IDEA
Indulgence, reconsidered.
Nouri treats pleasure and nourishment as complementary rather than competing ideas. The product should feel desirable first, with its nutritional qualities supporting the experience rather than defining it.
02
POSITIONING
Premium frozen dessert for people who think about what they eat without making it a performance.
Nouri sits between everyday supermarket ice cream and highly artisanal dessert brands: elevated and intentional, without becoming precious.
03
BRAND PROMISE
"Delicious first. Nourishing always."
Pleasure leads the experience. Nutrition provides the proof. The brand never needs health language to make the product desirable.
04
BRAND PERSONALITY
Warm without being playful. Premium without being austere. Honest without being clinical.
PRODUCT DEVELOPMENT
The product informed the brand.
Nouri was developed beyond its visual identity. A concept formulation for Mango Bliss helped ground decisions around positioning, packaging hierarchy and communication in a realistic recipe rather than hypothetical claims.
CONCEPT FORMULATION · Requires laboratory verification before production.
Mango Bliss: the lead flavour
FORMULATION V2.1Mango Bliss was developed as the lead flavour, using mango purée as the primary flavour and colour source. The formulation balances fruit, dairy protein, cream, fibre and sweetness to create a dessert concept that still prioritises taste and texture. This product thinking helped define what Nouri could credibly communicate on pack, rather than designing claims first and building the product around them.
The recipe keeps the finish clean and scoopable, with enough protein to feel purposeful and enough sweetness to stay indulgent. It feels like a premium dessert first, and a better-for-you option second.
28.0%
Mango purée, unsweetened
Primary source of flavour, colour and fruit character.
7.0%
Dairy protein
Supports the product structure while increasing its protein content.
6.0%
Cream
Adds richness and aroma without becoming the main structural base.
3.5%
Soluble fibre
Supports body and contributes to the nutritional profile.
What the formulation supports
CLAIMSNouri’s nutritional messaging was developed from the formulation rather than added as a marketing layer. Protein contributes to structure, fibre supports body, and sweetness was balanced with texture and flavour in mind.
This gave the brand a credible foundation for communicating nutritional benefits without allowing them to define the product.
The claims are proof, not the pitch.
"High protein"supportable
About 28% of energy comes from protein, above the 20% threshold.
"Low fat"supportable
2.5 g per 100 g, with 0.5 g margin below the 3 g threshold.
"Source of fibre"supportable
3.6 g vs. 3 g threshold - now a real margin, not a marginal one. Use AOAC 2001.03 for analysis.
"No added sugar"not available
Sucrose is added, so this claim can’t be made. “Reduced sugar” may qualify against a reference product.
"Guilt-free", "naturally healthy"avoid
Not permitted health claims. They also contradict the brand's own voice.
Product claims are intentionally presented as a clear consumer story, not a legal or regulatory assessment.
VISUAL IDENTITY
Softness with a point of view.
Custom-drawn
WORDMARKFour variations
LOGO01 · PRIMARY
Main brand signature. Used across packaging, website and primary communications.
02 · TAGLINE LOCKUP
For campaign moments and print where the brand promise accompanies the wordmark.
03 · REVERSED
For dark backgrounds, photography overlays and selected flavour field applications.
04 · BRAND MARK
Compact expression for favicons, app icons, lids and small-format applications.
Character for desire. Clarity for information.
TYPOGRAPHYVollkorn
DISPLAY · 400 / 500 / 600
Mango Bliss
Ripe enough to taste the sun.
Used for flavour names, headlines and pull quotes. Its expressive serif character brings warmth and appetite appeal while remaining confident at packaging scale.
Hanken Grotesk
TEXT · 300 / 400 / 500
Coconut cream, real vanilla, nothing sharp.
Used for body copy, ingredients and interface text. Its clarity balances the more expressive display typography.
IBM Plex Mono
DATA · 400 / 500
30g protein
480ml · 6 × 80ml
Best before 09 / 2027
Used for nutrition, weights, dates and supporting product information, giving technical content a distinct visual voice.
Two devices. Nothing else.
GRAPHIC LANGUAGETHE WRAP
A flavour-coloured band and side column frame the composition while leaving the oat base dominant. The device gives each variant immediate recognition without overwhelming the pack.
THE ACCENT TICK
Derived from the custom detail in the Nouri wordmark, the Accent Tick becomes a recurring bullet, separator and end mark across the identity.
THE ACCENT TICK · THREE USES
· Coconut cream, real vanillaAs bullet
Mango Bliss · 480mlAs separator
Best before 09 / 2027 ·As end mark
FLAVOUR SYSTEM
Colour makes every flavour recognisable.
Each of Nouri's six flavours has a dedicated colour identity built from three tones: Field , Deep and Tint. A shared neutral core holds the system together across all flavours.
Neutral core
COREOat
#E3D9C8
The brand field. Every pack is mostly this.
Ivory
#F7F1E2
Reversed type on Ink and on the three dark flavour fields.
Oat Light
#EFE7DA
Cards, lifts, anything that needs to sit off the oat.
Oat Deep
#DED2BC
Nutrition panels and supporting information blocks.
Ink
#241C15
All type, all rules. Warm black, never pure black.
Six families
FLAVOURSINK
Mango Bliss
F #D38906
D #8B4500
T #F7E4A8
IVORY
Strawberry Blush
F #C41360
D #7A0B3C
T #F9C4D8
IVORY
Berry Burst
F #6040A8
D #3A2478
T #D4C8F0
IVORY
Cocoa Dream
F #5A2C1C
D #3A180C
T #E8D4BC
INK
Banana Spice
F #C49010
D #7A5010
T #F4E0A8
INK
Coconut Vanilla
F #EDE0C8
D #8A7050
T #F5F2E8
Each flavour uses a Field, Deep and Tint tone, while a shared neutral core keeps the range visually connected.
PACKAGING
The identity becomes tangible.
The tub is where every identity decision faces physical reality. Packaging must work in a freezer cabinet at distance, in hand at close range, and on a phone screen in a product listing. The hierarchy was designed to resolve clearly at every scale.
Tub packaging
01Information hierarchy
0201
Wordmark
Anchors the front face and establishes recognition at freezer distance.
02
Flavour name
Large display typography and flavour colour create immediate variant recognition.
03
Ingredient cue
Short sensory copy builds appetite appeal without competing with required information.
04
Back panel
Ingredients, nutrition and supporting information are structured for clarity rather than visual dominance.
Back panel
03The back panel carries the information the front deliberately leaves quiet.
Ingredients, nutrition, storage and product details are organised into a clear hierarchy, with IBM Plex Mono separating data from supporting copy.
“Good dessert does good too.” closes the panel after the functional information has been delivered.
Flat wrap
04ART DIRECTION
Photography carries the appetite appeal.
The photography direction was built around three modes: texture macro, ingredient stills and product in context. Each has a specific role. Together they carry warmth and appetite appeal in ways that typography and colour cannot do alone.
Three photography modes
DIRECTIONTEXTURE MACRO
Close views of the dessert surface communicate richness and quality before the customer reads a word.
INGREDIENT STILLS
Single ingredients on clean backgrounds communicate what is inside with minimal decoration.
PRODUCT IN CONTEXT
The product appears in environments that feel premium but unpretentious, prioritising surface, light and proportion over excessive styling.
PHOTOGRAPHY PRINCIPLES
Asymmetric crops
Off-centre compositions and deliberate negative space keep the imagery editorial rather than catalogue-like.
Natural directional light
Single-direction lighting creates depth, warmth and tactile contrast.
Tactile surfaces
Stone, wood and linen give the imagery a tactile, grounded quality.
Appetite first
The product should look desirable before any nutritional message enters the conversation.
APPLICATIONS
Designed to live beyond the tub.
The identity extends across packaging, digital touchpoints and campaign imagery while maintaining the same typography, colour and photographic principles.
01
Packaging system
Six flavour families built around one consistent packaging hierarchy.
02
Retail presence
Shelf applications test how the range holds together alongside competing products.
03
Campaign compositions
Product photography, ingredient imagery and typography extend the identity into launch and promotional content.
DESIGN SYSTEM
A system designed to stay recognisable.
Nouri was designed as a scalable system. The same core rules can support new flavours, formats and applications without losing the brand's identity.
COLOUR
One flavour family per variant, supported by a shared neutral core and defined type contrast.
TYPOGRAPHY
Vollkorn creates character, Hanken Grotesk handles supporting copy, and IBM Plex Mono separates product data.
GRAPHIC
Wrap and Accent Tick provide a consistent visual structure across packaging and brand applications.
WORDMARK
Used primarily in Ink on light backgrounds and reversed in Ivory on dark backgrounds.
NEUTRAL CORE
Oat, Ivory and Ink anchor the identity while supporting tones create hierarchy across layouts.
SYSTEM AT A GLANCE
Custom-drawn wordmark · Vollkorn Display
6 FLAVOUR FIELDS
NEUTRAL CORE
BRAND PROMISE
Delicious first.
Nourishing always.
EXTENDING TO NEW FLAVOURS
A new flavour enters the system through a Field, Deep and Tint palette, a defined type contrast, and the established packaging structure. The identity can expand without changing its core rules.
REFLECTION
Designing the system, not just the package.
02
DESIGNING FOR REAL-WORLD SCALE
Working on the packaging changed how I think about hierarchy. What reads clearly on a screen does not automatically work on a tub or from a distance. Designing at real scale forced me to decide which elements deserved attention and which could be removed.
03
BALANCING APPETITE AND RESTRAINT
The hardest part was making Nouri feel warm without becoming playful and premium without becoming cold. No single design choice solved that tension. The result came from getting typography, imagery, colour, whitespace and tone to reinforce one another.
