BACKGROUND

NOSH, a premium snack startup, wanted to make their mark in the organic baby and toddler food aisles in supermarkets and specialty stores. 

Identity | Visual Language | Packaging | Illustration | Photo Direction | Launch Materials | Web | Merchandising

The challenge was to build a unique brand presence in the bland kid’s food aisle through NOSH's first products: baby rice teeters and toddler rice snacks.
Launching in 450 Babies"R"Us stores nationwide in 2016, NOSH is now sold in 4,000 stores in the US and 20 countries around the world.

RESEARCH & STRATEGY

The development of the brand was an elaborate process - we carefully studied the fast-growing millennial mom consumers, solidified the brand architecture and strategy by conducting multiple rounds of quantitative and qualitative research. 

Inspired by the trendy chalkboard style, the result was an unique identity with custom photography, iconography and illustrations.

WEBSITE

The goal of the NOSH website was to seamlessly extend the brand into the digital space, while positioning it as more than an ecommerce site by creating useful content for moms and quick & easy shopping. To do so, a product finder was implemented to help mom choose the right product quickly. 

The blog, NOSH O’CLOCK contains tips provided by baby experts like pediatricians and nutritionists, mom bloggers, and well-known chefs. The brand reached further to interact with moms through an active presence on social media platforms.

 SOCIAL & RETAIL EXPERIENCE

The fun brand persona was carried across social platforms, retail displays and Nosh gear, including baby onesies for the little Noshers.