Nutrimay: brand identity, colour and typography system for a premium dry fruits and healthy snacking brand

Nutrimay ·

Healthy snacking sells restraint. This one had to sell the lift.

(Scroll)

Healthy snacking sells restraint. This one had to sell the lift.

TypeBrand identity & system

MomentIgnite

CategoryFood, healthy snacking

ScopeWordmark to guidelines

PaletteSix greens

Nutrimay is a premium dry fruits and healthy snacking brand. BBT built the identity and the system that governs it, from the wordmark and palette through typography to the guide that tells everyone downstream how the brand is allowed to behave.

Most of this category sells subtraction. Fewer calories, less sugar, no guilt. The opening was to sell the opposite feeling, the small lift of having made a good choice rather than the relief of having avoided a bad one.

Disciplines

Logo design
Wordmark construction
Colour system
Typography
Brand guide
Usage rules
Legal mark specification
Artwork handover

Wordmark to guidelines

What the system taught us.

Four ideas, eight letters

The N leans forward and doubles as a thunderbolt. The Y is the happiness that follows a better habit. The rays on the I stand for awareness. The italic curve is the food itself. None of it needs explaining to work.

One green is a category. Six greens are a system

Deep green anchors the brand. Five graded greens rise to a lemon accent so a pack, an infographic and a listing can all build hierarchy without leaving the palette. The differentiator is not the colour. It is how many of them you can put in order.

Type that does two jobs

Alan Sans carries the warmth and the headlines. Supreme carries the ingredient panels and the listings. One face for the feeling, one for the facts.

The guide stops the drift

Clear space, minimum sizes, misuse and where the registered mark sits. That is not fussiness. It is what stops a brand drifting the first time artwork reaches a printer nobody briefed.

Client testimonial

They did not hand us a logo. They handed us a system the printer could not break.

FounderNutrimay

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(05) What changed

An identity built to be handed over.

A mark carrying four ideasMomentum, happiness, awareness and the shape of the food itself, built into the wordmark without needing a caption beside it.

A palette with hierarchySix greens rather than one, so a pack, an infographic and a marketplace listing can all be built inside the system.

Specified for productionClear space, minimum sizes, misuse and mark placement documented so the brand survives contact with a print vendor.