NUTTY HAZEL

Nutty Hazel is what happens when you find yourself hiding in your pantry with a bag of pretzels and a jar of Nutty Hazel, hoping your kids don't find you.

The category assumed indulgence required compromise. More sugar. More additives. More ingredients you’d rather not think about. Nutty Hazel challenged that assumption, proving that a cleaner ingredient list didn't have to mean compromising on taste.

CO-FOUNDER / BRAND STRATEGY + CREATIVE DIRECTION + DESIGN + NAMING

The ingredients gave us a reason to believe. But they weren't the brand. The brand was the relationship people had with the product: slightly obsessive, a little selfish, and completely unapologetic. That insight became the foundation for Nutty Hazel's personality, voice, and visual identity.

Nutty Hazel original hazelnut spread packaging designed as part of the brand identity
media.jpg Nutty Hazel social media campaign featuring the brand's squirrel character and playful voice
Nutty Hazel social media campaign featuring the brand's squirrel character and playful voice
Nutty Hazel social media campaign highlighting simple ingredients and roasted hazelnuts
toast.jpg Nutty Hazel hazelnut spread served on cinnamon buns
Nutty Hazel social media campaign highlighting simple ingredients and roasted hazelnuts
media.jpg Nutty Hazel social media campaign featuring the brand's squirrel character and playful voice
pretzels.jpg Nutty Hazel hazelnut spread served with pretzels
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