Challenge

Redesign the Nutella brand to be more reflective of the brand’s current proposition, that now includes a new peanut butter product offering. This project focused on the consumer market in Germany. Each student was assigned to a concept bucket to work from.

Solution

The Nutella logo is re-imaginged as hand-lettering in the hazelnut and peanut butter spreads, based on the concept of it being “irresistibly Yummy”. It gets its curved shape from the smile it brings to whoever eats it. In order to advertising the new peanut butter version, classic Nutella is shown mixed with peanut butter to emphasize that they are “Better together”.