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Most sustainable food brands look identical.
Beige packaging. Minimal fonts. Preachy copy that makes you feel guilty for not caring enough.
And honestly? That's a brand strategy failure, not a design problem.
So I took on a brief for Good Nuts, a nut butter brand that wanted to do things differently. Not just look different. Actually think differently about what a sustainable FMCG brand could feel like.
The question I started with:
What if sustainability felt fun instead of restrictive?
That one question changed everything: the positioning, the personality, the visual direction, the copy tone. All of it.
What you're seeing in these 4 slides is just the opening: the brand idea, the story, the positioning statement, and the golden circle that anchored every decision after it.
The full case study covers:
↳ Brand archetypes (and why Jester + Caregiver is a rare but powerful combo)
↳ Competitor mapping across Fix & Fogg, Pip & Nut, and Mayver's
↳ Tone of voice with real copy examples
↳ Visual identity — colours, typography, packaging direction
↳ Full brand positioning map
Dropping the complete case study soon.
But before that, I'm curious:
When you look at a sustainable brand, what makes you actually trust it? The design, the copy, or something else?
Drop your thoughts below. Would love to hear how other designers and strategists think about this.
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Love the mix of Japanese-inspired style and modern branding. The identity feels cohesive and memorable.
I took the face off the brand.
A square block on a shoulder bar. One arch for legs. No eyes, no smile, no pose.
Then I cut the wordmark down to EDICAT and let a single hard light do the rest.
Discipline isn’t a performance. It’s a stance.
this is such strong work & a brilliant concept to build, kudos to you!
another clip from my new youtube video! 🎥
(link: https://youtu.be/XVF-oEVG0jM)
before designing a logo, choosing colors, or opening anything, you need to understand the product itself.
what does it do? who is it for? what problem does it solve? and why should anyone care?
these questions might seem obvious, but the answers shape every decision that comes afterward.
