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Hand holding toast product photography for TruNut powdered peanut butter.
Hand holding toast TruNut powdered peanut butter product photography.

TruNut.
Brand refresh.

CPG Brand Strategy. Visual Identity. Package Design. Brand Narrative. Food Photography.

As a challenger brand in the powdered peanut butter category, TruNut has built a solid reputation for offering the best tasting option on the market. But like most brands in the category, its positioning felt more functional and sporty. This presented a clear opportunity to create new relevance and gain market share by refreshing the brand to better communicate its distinct difference–taste.

With an expressive, free flowing vibe, the new hand-lettered brandmark exudes the creamy, craveable texture of real peanut butter. Prominently placed, it speaks with flavor authority and creates true distinction for the brand at shelf. Vibrant color floods and photo realistic illustrations add taste appeal, rounding out the strategic design for a functional food brand that looks truly delicious.

Client Note

“I just saw the first production jars with the new labels and they look incredible!”-Reid Edgar, Founder, TruNut

The image shows a collection of Tru-Nut branded products arranged on a beige background. There are two jars of powdered peanut butter, one in chocolate flavor and one in original flavor, stacked on top of each other. Next to them is a large container of keto collagen almond butter with its lid partially open. Another container of keto collagen almond butter lies horizontally on the left side. On the right side, there is an orange box containing individual packets of powdered peanut butter. A small spoon is placed in front of the products.
"TruNut" written in a stylized, white font on an orange background.
A person wearing a yellow corduroy jacket is holding a jar of Tru-Nut powdered peanut butter in one hand and scooping some powder with a spoon using the other hand. The jar has an orange label with the text "Original Tru-Nut powdered peanut butter"
Two containers of TruNut keto collagen protein powder are shown against a peach background. The container on the left is almond butter flavored, with a red label, and the container on the right is peanut butter flavored, with an orange label.
A container of TruNut keto collagen protein powder with almond butter flavor is placed on a light-colored surface. The container is white with a red label and has a white lid. Next to the container, there are two glasses filled with a brown smoothie, each with a clear straw. In front of the container, there is a metal measuring cup filled with protein powder, some almonds, and chia seeds scattered on the surface.

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