Unified Brands 6 NOM

  • Pou Auaha / Creative Director
    Alex Butenko
  • Ringatoi Matua / Design Director
    Ann Davenport
  • Ngā Kaimahi / Team Members
    Nicole McClure, Zelda Fisher
  • Kaitautoko / Contributor
    Mark Easterbrook
  • Client
    James Crisp (NOM)

NOM is a new Kiwi-born brand of bite-sized treats that take indulging to a new level. To help launch NOM and create its identity, we were approached with a simple and inspiring brief: stimulate the senses and be boldly creative. It was an exciting starting point for us to build the brand from the inside out.

From the get-go, we wanted NOM to be different from anything else in the busy mainstream confectionery and frozen snacking aisles. As a result, our brand platform revolved around the idea of creating magical bite-sized moments.

Magic can conjure thoughts around fairy tales, the supernatural, and whimsical fantasies - the traditional stuff that can come across as pastiche and same-old. Instead, we focused on the magic that’s within our reach and right in front of us - those simple moments in our everyday life, when you discover something beautiful or delightful which has that larger-than-life feel about it.

To bring this thinking to life, we created a series of collages that represent the moments when you bite into NOM and get transported out of the every day, to somewhere phenomenal. These collages helped us bring together the textures, layers and flavours of each NOM product, and became the centerpiece of the brand’s visual language.

Paired with a delightfully vibrant colour palette, and the bold logo which creates a powerful focal point of its own, we created a joyous and evocative brand identity that felt contemporary and fresh.

Our holistic approach to building NOM’s visual language and defining its essence allowed us to create an in-depth brand book, and help our client build everything from the brand’s interactive website to its social media visuals.

NOM’s distinctive identity helped the brand to launch successfully into supermarkets all around New Zealand.