The goal for this project was to develop a product around the saying "you are what you eat." The concept manifested itself into a quirky brand idea with a packaging solution. It suggests that different personality traits are associated with different flavors. Essentially, you can be spicy or sweet, but no matter what ... you're still nuts!
Just like the brand, I wanted to give the wordmark a personality by jumbling the letters all around. When the letters are arranged this way it makes the viewer want to blurt the name of the product with a smile on their face.