Naturalness. Well-being. Quality. And, of course, taste. These are the values that many brands in the nuts and dried fruit world try to convey – communicating important messages, of course, but risking not creating enough differentiation in an ultra-saturated segment.
This was exactly the challenge for New Factor, a company from Romagna that has been packaging nuts and dried fruit since 1959, which asked us to develop a new rebranding and positioning for both the mother brand and its consumer brand Mister Nut.
A challenge that, as always, our creatives and strategists took on with enthusiasm.
THE NUTS AND DRIED FRUIT SPECIALISTS
We started, first and foremost, from the heart of the mother brand: a heart characterized by innovation, expertise, passion, quality, and an unmistakable Romagna character. From here, we developed various creative proposals to best convey these characteristics that are so distinctive for New Factor.
The winning route turned out to be that of the “nuts and dried fruit specialists” – a simple yet impactful (and authentic) way of communicating the brand’s true essence: a positioning that enhances experience, careful selection of raw materials and the ability to innovate, while keeping the know-how built over time at its core.
To encapsulate these values, we created a logo inspired by a blossoming flower, whose three petals – white, red and green, echoing the Italian tricolour – represent the three “souls” of the brand: the commercial development linked to Wonderful Pistachios and private label, the Noci di Romagna brand and, of course, the Mister Nut brand.
We then worked on the institutional narrative, highlighting elements such as territoriality, expertise, and a passion for production. The result? A new, solid and consistent corporate identity that speaks of a brand capable of offering Italian excellence and innovation, able to stand out in every market.
ALL NUTS FOR MISTER NUT!
For its consumer brand Mister Nut, however, the need was different: to transform a brand that had so far been hard to recognise and rather dated into a dynamic, distinctive and contemporary one.
The new positioning therefore starts from a specific insight: a line of healthy, tasty and versatile products becomes a surprising, engaging experience you want to repeat.
The brand universe we built for Mister Nut combines energy, curiosity and conviviality, from which we developed the claim “Nuovi Orizzonti di Gusto” (New Horizons of Taste) – visually symbolised by the sunburst, a graphic asset that is not merely aesthetic but becomes a real tool for giving the concept further strength and credibility, expressing an idea of openness, expansion and discovery.
The restyling involved every brand touchpoint – from the logo to the colour palette, through the packaging system and tone of voice – building a dynamic, young and colourful brand that immediately presents the product as much more than a simple “healthy snack”.
In fact, Mister Nut now sends consumers a clear message: if you want to carve out a healthy, rewarding and positive break in your day, Mister Nut products are your perfect allies.
FRUTTI CONCRETI
La collaborazione con New Factor e Mister Nut, però, non è finita qui. Qualche giorno fa, infatti, abbiamo accompagnato il cliente a Macfrut 2026, la fiera internazionale dedicata interamente al mondo dell’ortofrutta.
Qui, abbiamo potuto toccare con mano i frutti concreti – in senso letterale! – del nostro lavoro creativo e strategico, visionando lo stand progettato e personalizzato da noi e osservando da vicino come performano le nuove identità di marca in contesti “real life”.
Insomma, un lavoro – anzi, due – a tutto tondo, che ci ha visti svolgere il ruolo di vero partner di valore sia a livello progettuale che, poi, sullo scaffale fisico.
