Description:

Macadamias. What’s not to love?

The not so humble Macadamia nut had spent much of its life just beyond arms length from regular everyday consumers - often dismissed as a decadent luxury or indulgence (after all, it is the world's most expensive nut, but it is the most nutritionally rich too).

So when the World Macadamia Organisation asked us to help them exponentially multiply global nut sales (oh, and create a brand for the organisation too), we went looking for new ways to harvest a few premium nut truths - like protein, vitamins and key nutrients, and above all this - the unique crunch of and universally adored taste of Macadamia (sorry cashews, you just had too many carbs).

We advocated the shift from a souvenir store snack, to a health and wellbeing superfood. And because every new food product we know thrives on a community of evangelists, we repositioned Macadamias as a valuable and nutritionally complete raw ingredient (like an avocado or an egg) and perfectly tuned the brand and communications to the best qualified and most committed health & wellbeing segment we could find; West Coast Women of the US.

Fun fact: almost every single person interviewed for this project admitted they LOVE Macadamias. This simple comment was a potent insight into how we could bring the love of the nut to market, becoming both our proposition and brand name.

Love Macadamia became real.

While the proposition is not a product of a single audience, it’s not hard to see how it has been informed; A more feminine colour palette, a gentile suite of fonts, and a soft assuring voice. A distinctive toolkit of lifestyle and wellbeing icons and infographics act as fast-talking motifs. The unifying Macadamia device - a perfectly imperfect circle - also serves to bring sometimes disparate elements together (photography, colour and illustration). And because it would be nuts to think we could do everything from here, a defined design and communication methodology ensures ease of interpretation from localised agencies around the world.

As the global consumer conscience drifts further from dairy and meat proteins, Macadamia nuts are set to be part of the windfall of new premium natural alternatives - healthy, tasty, nutritious, and versatile; equally delicious for both sweet and savoury consumption - just the kind of nut everybody loves.