Over 70 years Australian families have grown to love Kraft’s highest quality ‘Never Oily Never Dry’ peanut butter. The progress of competitors in recent years prompted Kraft to further differentiate and cement itself as category leader with an opportunity to introduce the sub-brand, ‘Nuts’. Icon Partners branding and design was engaged to create and develop the Kraft ‘Nuts’ brand mark and visual language to supporting the next stage of the Kraft Peanut Butter packaging design evolution.

• Competitor and market research
• Master brand design and brand architecture
• Packaging design and development
• Visual design language and range segmentation
• Kraft bear character design and illustration development