Transforming snacking with nourishment.
Nibblish began as a humble kitchen operation in Hawke’s Bay. The simple goal was to make fruit snacks that were genuinely good for you and tasted great. Now sold across New Zealand and Australia, it’s loved by loyal repeat customers and known for its 100% fruit snacks that are healthy, tasty, and convenient.
When Nibblish came to us they’d done a lot right, but the next stage of growth meant they needed to turn a great product into a great brand.
The Challenge
Nibblish already had a best-in-class product - 100% fruit, ethically sourced, gently baked, and delicious. But the healthy snacking category was stuck in a paradox: good-for-you often didn’t feel good. Semi health conscious consumers can equate health with taste compromise, and while Nibblish outperform on every rational measure, it lacked the emotional magnetism to match. We needed to transform Nibblish from a better choice, into a brand that truly feels as good as it is.
Strategy
By reframing the rational idea of the healthy snack to the emotional desire of nourishment, we created a mindset shift from self-restraint to vitality. We built the brand around the idea of fuelling the body and mind through small, intentional choices to build a fuller sense of wellbeing.
Our core idea, “Nourish your life” is a platform that celebrates the joy in doing something good for yourself, that feels good too. It encapsulates a mission to transform snacking with nourishment, both at a consumer level and as a business committed to making better choices across its entire ecosystem, from fruit source to community impact.
The Identity
The Nibblish identity captures a sense of nourishment and empowered choice, reflecting the brand’s evolution from a kids’ favourite to one that also appeals to adults. The mark is bold, punchy, and delicious, rooted in the food and snack world. The subtle detailing in the letterforms gives it a bouncy, squishy quality, evoking something irresistibly nourishing. The core palette combines natural warmth with vibrant energy, drawing on the richness of the fruit ingredients to feels both fresh and wholesome.
Campaign
The “Nourish the Now” campaign brings the brand idea to life in a way that feels both playful and human. Shot from inside the Nibblish pack, the campaign captures the unfiltered moments where life happens, from kids’ birthday parties to quiet couch nights, a joyful reminder that wherever life happens, you can nourish it.
A Brand Ready to Stretch
By reframing Nibblish around nourishment as a mindset, we gave the brand emotional depth beyond ingredients and process.”Nourish your life” captures a simple truth, doing something good for yourself should feel good too and inspiring people to live with more vitality, optimism, and intent.
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