Nuflours is a gluten-free baking company that produces delicious sweet and savory treats that are allergen-friendly. This brand identity update was part of a larger repositioning of the company as they shifted their focus from local bakery sales to regional grocery sales and e-commerce. The goal of this project was to give the brand a fresh look that would appeal to grocery buyers, as well as a wider audience of natural foods shoppers in stores and online.
The wordmark was updated to be more current and in line with the brand's positioning as delicious and wholesome. The text was made one uniform color for legibility, and changed to a bolder, rounder font that feels more warm and inviting. For a more compact mark, character spacing was reduced, and the illustrated leaf element was simplified, brought down, and elongated. The new leaf illustration has a more hand-drawn, natural feel that is designed to say "organic, fresh, and safe."
Other illustrated elements were created for use across the company website, product packaging, and other marketing materials. The hand-drawn mixing bowl, spatula, whisk, measuring cup, and rolling pin convey the care put into Nuflours' fresh-baked treats, and are simple enough designs to be highly cross-functional.
For B2B marketing materials, the focus stayed on the bright color palette associated with the new grocery product labels. Color, more than illustration, was the driving force in the newly produced catalog of wholesale promotional materials and sales collateral.
As the Marketing Coordinator, I was solely responsible for the redesign of the website under new brand guidelines, as well as all production design related to the brand refresh. These projects included the creation of new business cards, ad spreads, sell sheets and other flyers, sample kit packaging, t-shirts, displays for national and regional trade show booths, and more. This work was all done using Adobe InDesign and Adobe Illustrator. Website updates were done through the Shopify platform, and included custom coding and new photography.
Nuflours 2022 brand identity refresh designed in partnership with Saint Friend creative studio, and executed under the direction of Marketing Advisor Lori Spencer.
