KP Nuts, the most high-profile brand in the category, is relaunching its core ranges this week with packaging by Ziggurat.
The aim is to reflect the ‘single-mindedness’ of the brand, according to Ziggurat director Adrian Collins, while conveying the ‘honesty and simplicity of nuts’, a snack that often polarises consumer tastes.
‘KP is nuts for many consumers,’ he says. ‘They don’t see the brand as doing anything else. The [revamp] is about confidently asserting the brand is passionate about nuts.’
The brand statement ‘nuts about nuts’ is now displayed prominently on-pack, while the silver-coloured packaging has been replaced by vivid colours denoting the range’s flavour variants.
Collins points out that the work is a rationalisation of the KP Nuts identity, rather than a radical redesign.
Earlier this summer, KP extended its nuts brand into the ‘premium adults snacks’ market, with three upmarket flavours.
On the back of this work, also carried out by Ziggurat, Collins says KP wanted to get the rest of the portfolio in line with evolving consumer demand.