Challenge
Create a wordmark logo and special edition packaging for a brand of peanuts targeting die-hard baseball fans
Market
Mostly men in both urban and suburban areas who are very social, competitive, but fun-loving people who enjoy staying physically active and, are conscious of their health, and like sharing snacks with friends and family while at sporting events, or watching the game from home.
CB’s Nuts has a friendly brand voice, and prides itself on offering the best in fresh-roasted, healthy snacks. The goal was to find a typeface that conveyed these traits. Decoy was the perfect font for this, having varying stroke weight and curved serifs and spurs to mimc the steam from a fresh-roasted peanut. The curves also make the typeface friendly and approachable. To customize the type further, the stem of the “B” and the stress of the “C” were thickened, the vertexes underneath the spurs were curved to make the wordmark even more friendly, the spines of the “s”es were thickened, and the left side of the crossbar of the “t” was thinned out to make it less awkward. Finally, the kerning of the letters was reduced to bring them closer for a more friendly feel. These modifications ultimately convey what CB’s fresh-roasted peanuts are: a fresh snack meant to be shared.
Concept
CB’s Nuts boldly calls itself “the best peanut ever,” and the original package design touts this with hero shot of the peanut. Die-hard sports fans LOVE to celebrate their team’s victories, and have fond memories of their team holding up their trophy as proof of their victory. Thus, the new package design shows the winning baseball team celebrating their victory as though they have won the world series, and are holding the peanut high above their head like they would the commissioner’s trophy.
Color Palette
CB’s Nuts keeps their peanuts simple by using only 1-2 ingredients. Thus, the color pallete for the new packaging was kept at 2 colors: red for unsalted peanuts, blue for lightly salted peanuts.
Finally, the designed images were implemented into the packaging in the style of a baseball card on the front, with a brief description of CB’s barrel roaster (their secret to making the best peanuts) on the back of the package.
The package itself is a biodegradable resealable paper bag so that die-hard baseball fans can snack and share without the peanuts losing their freshness.
