Positioning & Messaging


CBD and nootropics snack bar brand Nooro approached us to help position this challenger offering in a fast-growing functional snack category.

Our challenge was to articulate the calming benefits of CBD and focus-enhancing nootropics to a time-poor audience without leaning on the mind-opening reputation of cannabis.

To connect with a generation of post C-19 super snackers, we had to leverage taste as well as function, and did so through a nostalgic nod to retro sweets in the secondary palette, and taste-first brand messaging.

Client: Nooro

Deliverables: Brand positioning / Brand messaging / Website copy / Marketing / Creative Direction / Design concept

Creatives: Siena Dexter: Creative Direction & Strategy / Sam Baum:  Graphic Design / Kieran Katwala:  Copywriting  

year: 2020-2021

Nooro’s existing visual concept articulated flow through flowing lines in the brand logo and accents of the pack design. Building on the idea of flow, we developed a tagline – feed your flow, and a secondary palette that articulated lightness and calm.

A pastel secondary palette added taste appeal by visually connecting to traditional confectionary, while on-pack messaging let taste lead by vividly painting the Nooro snack experience.

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