Nuvella – Premium Cookie Packaging Design for the Nusi Brand
Earlier, we published an analytical article about one of our projects in the confectionery market — the Nusi rebranding. Following a successful refresh, the company decided to expand its brand architecture and transitioned to a "House of Brands" strategy. The Nuvella sub-brand became the first premium project in this new portfolio.
1. The Problem and Task
Traditionally, Nusi was associated with a children's audience. The company faced the challenge of breaking this limitation and creating a premium cookie line for youth, families, and the HoReCa sector, fully meeting the demands of both local and export markets.
The product itself is a cookie with a soft chocolate cream filling (similar to Nutella). Our task was to create a visual identity that would reveal the delicate and rich character of the product, while instantly convincing and winning over foreign partners.
2. Research
A study of the export-oriented premium confectionery market showed that buyers primarily judge product quality through packaging and tactile sensations. Cheap cellophane or standard solutions instantly devalue the product.
The user experience after opening the packaging is equally important. Many brands focus entirely on the outer wrapper, ignoring what the actual cookie looks like. As a result, the product inside fails to deliver the same impression as the packaging. We decided to fill this gap and came to a clear conclusion: design must start with the product itself, not just the wrapper.
3. The Solution
In implementing the project, we leveraged several strategic marketing insights:
- Product design (cookie shape): We approached the task from the inside out. We specially designed the shape of the cookie, its relief patterns, and the solid letter “N” in the center. Even after opening the packaging, the consumer maintains contact with the brand. The cookie itself communicates its premium quality both visually and tactilely.
- Format and ergonomics: A Zip-lock format was chosen for the premium segment. This packaging stands upright on shelves and maintains a clean presentation. It also preserves freshness after opening, demonstrating care for the consumer.
- Color scheme and psychology: Soft gradient waves of cream, caramel, and milk chocolate tones were used to evoke taste through color. These visual cues subconsciously associate with melting chocolate.
- Appetizing food zone: A highly detailed 3D render of the cookie with flowing cream was placed at the center of the packaging. This allows the buyer to visually “taste” the product before purchase.
The Result
A well-structured visual strategy delivered strong results. Nuvella packaging became the company’s key presentation asset at international exhibitions.
Most importantly, thanks to the design and correct positioning, the client attracted foreign partners directly at exhibitions and successfully secured major export contracts.
In today’s market, only brands with a clear identity and strong visual strategy can withstand competition. If your product is ready for international markets and needs packaging design that truly drives sales — contact MINIM. Together, we will elevate your brand to Top of Mind status.
