Nesnack
Branding & Identity Design / Research
What if Nestle started a healthy snacking brand?
Audience
Tools Used
College students and working professionals.
Adobe Illustrator, Adobe Photoshop, Figma, Canva
Design & Applications
Attempting to know it all
I observed that packaged foods make up a significant part of our diets as college students. With regular meals often skipped, frequent snacking has become the norm—though much of it is unhealthy. It led me to wonder how we might shift towards a healthier lifestyle.
In my research, I found that snack (savoury and sweet) consumption was high among adults of both sexes in urban and rural locations of north and south India.
Survey & Objectives
To understand what demographic likes to have what snacks at what frequency.
To understand what demographic is more likely to skip meals and how they feel about it.
To understand if people are shifting to healthy snacking options - what options and what's stopping them?
To understand their motivations to buy a snack over another.
What people are consuming for healthier snacking:
Connecting Threads
I reviewed recent news articles to understand why consumers often distrust advertised healthy food products.
Opportunity
There’s an increasing demand for snacks that offer both health benefits and great taste, a trend that continues to gain momentum in the market.
Challenge
Many consumers mistrust the market, due to misleading claims, inconsistency in ingredient quality, and lack of transparency.
Problem Statement
Habitual snackers who often skip meals need healthier snacks from trustable FMCG brands to reduce health issues and lack of nutrients in the long run.
Weaving Concepts
A reputable company introduces a new product line that makes snacking enjoyable yet healthier. Through its brand story, it demonstrates its real health benefits, going beyond mere advertising claims.
While the company doesn’t claim to be entirely healthy, it positions itself as a better option than most alternatives in the market.
Brand Personality
These are some keywords representing the brand.
No packaged food with a long shelf life can be healthy - because of high preservatives
But which FMCG brand?
ITC and Nestlé are among the leading brands in India. However, Nestlé’s goals and purpose fit closely with our brand’s vision.
Products
Some keywords related to
What our product might look like:
How do we solve it?
We make short-lived fresh snacks with fewer or no preservatives to make them healthier.
Nomenclature
I noticed a common pattern among many Nestlé-owned brands—several of them include "Nes" in their names.
Healthy snacking brand name: Nesnack
Nesnack combines “Nes” with “snack,” aligning with Nestlé’s identity and purpose.
Logo
I noticed a common pattern among many Nestlé-owned brands—several of them include "Nes" in their names.
Colour Scheme
For Nesnack
Brand Aesthetic
Collaborations
How It's Made is a documentary series that explores the production process of everyday items. Partnering with them could enhance our brand’s visibility and promote transparency.
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Reflections
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