Pip & Nut is a brand of all-natural nut butters, made without palm oil. Founder Pippa Murray began making nut butters to help fuel her marathon runs and quickly saw the gap in the market for a better, healthier, more versatile product. The brand currently sells eight nut butter flavours across jars, squeeze packs and large tubs. As well as limited edition flavours, it has also recently launched a range of indulgent Nut Butter Cups made with single-sourced Colombian chocolate.
We were tasked with positioning and designing the brand from scratch, from brand identity and packaging design to brand communications. Five years on from launch, Pip & Nut has become one of the fastest-growing brands in the healthy food and drink sector and is aiming to hit a retail sales value of £25 million by 2020.
The brand identity design is full of characterful spirit. The leaping squirrel identity – whose tail forms the P of Pip & Nut – reflects the product’s energy-giving qualities while subtly suggesting the spreadability of the product. A pure white background, unfussy type and straightforward ingredient imagery communicate the brand’s natural value in a refreshing way, while the tagline ‘Natural Nuttiness’ introduces the broader brand personality and tone of voice. The introduction of a sachet format was integral to highlighting the new usage occasion – on-the-go protein and energy snacking – that went on to redefine consumers’ understanding of nut butter and introduce the product to new merchandising opportunities.
By positioning itself as a versatile lifestyle brand, Pip & Nut has brought incremental growth to the nut butter category and has built a passionate and loyal following of brand advocates. This community are made up of over 100,000 followers who help inform product development decisions represented by the move into Nut Butter Cups.