Nusi – Rebranding for a Confectionery Brand

Our client, "Nusi," has been a well-known brand in the market since 2008, especially in the kilogram-selling cookie segment. However, over time, as the brand's portfolio expanded, its main problem became obvious: the visual dispersion of products. For each new product, a separate packaging was created at different times by different designers, so they lacked a common style and integrity.

Our task was to unite these scattered products under a single, powerful, and easily recognizable visual concept.

• The power of mascots. International studies show that products with their own brand mascots are remembered by consumers up to 37% more. The mascot brings the brand to life, gives it emotion, and establishes a friendly connection with the consumer.
• Psychology of Colors. It has been scientifically proven that bright and warm colors in confectionery products, especially red, stimulate appetite and accelerate purchase decisions by up to 12%. This color is a symbol of joy, energy, and affection.
• Situation in the local market. Most competitors used similar, unmemorable packaging, and the market lacked genuine, sincere brands with a real story. As the saying goes, "A diamond doesn't stay on the ground," this situation opened the door to great opportunities for "Nusi."

• Logo rebranding. The old logo has been updated: it has become more friendly, modern, and easily readable on all types of packaging.
• The brand's mascot is the "Nusi" lion. An image of a kind and cheerful lion cub was developed for the brand. Why specifically a lion? Because he, as the "king of animals," refers to the brand's leadership in its segment, and his playful appearance is equally appealing to children and parents.
• Dynamic mascot. Shercha adapts to the character of each product: in "Zoology" cookies, he is a caring friend with a spoon, and in "Kulcha Toy" - a mischievous comrade riding a scooter. This approach allowed each product to create its own story.
• "Arabica" exception. A separate strategic decision was made for the brand's best-selling "locomotive" product - "Arabica." The familiar color palette for clients was preserved, and the design was adapted to the general concept.
• Desirable 3D visualization. A 3D model of each product was created so that the appearance of all products would be as realistic and appetizing as possible.

Thanks to the updated design, Nusi has transformed from a scattered product range into a cohesive, powerful, and emotionally appealing brand. Now you can immediately recognize the eye-pleasing "Nusi" products on store shelves.

The hero of the new brand - the lioness "Nusi" - has become a valuable asset that can be used not only in packaging, but also in future advertising campaigns. As the famous designer Paul Rand said: "Design is not only the appearance, but also how it works." In this project, exactly such a working package was created: it serves the sale of the product.