Nosh
Real food. Further.
A challenger meal brand rebuilt as one confident, loud system — identity, packaging, campaign and collaborations, shown here as it shipped.
- Brand identity
- Packaging
- Campaign & OOH
- Brand collaborations
- Digital & delivery
A shelf full of noise, and one brand that needed to cut through it.
Nosh launched into a category where every fridge shelf looks the same — soft focus photography, gentle pastels, a promise of “wellness” that reads as background noise. The brief was to build an identity loud enough to stop a scroll and a scan, then carry that same energy across packaging, campaign and collaborations.
Rather than a shelf of soundalike SKUs, we built the range around one blunt instruction per pack — Tear, Peel, Shake — so it tells you what to do before you’ve read a word of copy. Limited drops with Pip & Nut, Tony’s Chocolonely and Nando’s carried that same voice into collabs loud enough to earn their own OOH run.
The hardest part was keeping it sensory. Nosh is genuinely good food — real ingredients, high protein, nothing to hide — but it needed to be sold with the craveability of fast food: the tear of a wrapper, a fork cracking through a chocolate shell, a bag shaken hard enough to hear it. Every photograph, every headline had to make you hungry first and informed second.
One system, colour-coded, built to travel from pack to poster to plate.
Aubergine and coral carry the core brand voice; lime, sky and peach rotate through the range so regulars can spot “their” product at a glance. Tone of voice stayed short, blunt, a little cheeky — copy that sounds like it was written by someone who actually eats the food.
- Brand identity
- Packaging
- Campaign & OOH
- Brand collaborations
- Digital & delivery
The system, shipped.
Click any photo to view it larger.
Loud on a poster, just as loud on a screen.
The same blunt, colour-coded system carries straight into the site and app — Tear, Peel, Shake reads exactly the same whether it’s stopping you on a bus shelter or in a shopping cart.
A shelf presence that reads at arm's length.
The result is a system that carries its energy everywhere Nosh shows up — a pack you can spot from across the aisle, a billboard that reads in half a second, and a delivery listing that still feels unmistakably Nosh, not a bolted-on afterthought. One identity, shipped consistently across every surface.
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