Revolutionizing Packaging: Notter Nuts Premium Gift Sets

Chuan Yeo's Innovative Approach to Health Food Packaging

Chuan Yeo's design was inspired by the health-food product's 100% natural ingredients. The packaging took on a wholesome, natural look to entice its health-conscious target market. It also had an earthy feel, representative of nature and Nötter’s organic origins. The design process involved extensive research on the available types of organic food in the market and the type of packaging used. A survey was conducted amongst the health-conscious target market as well as F&B enterprises to support the research done.

The Notter Nuts Premium Gift Sets is a rebranding effort to refresh Nötter’s image and differentiate it from supermarket brands. Nötter products are freshly picked and of high quality, which needed to be communicated through the packaging. The design team, including Art Director Norsyafiqah binte Sabaruddin, Art Director Joseph Chan, and Designer Henny Tjemerlang, looked into the details needed to boost the brand image and consumer experience.

The packaging, gift box and paper bag have a velvet lamination finish for a lush velvety feel. The velvet lamination also muted the deep green colour for an added elegance. To make the brand logo pop, 3D emboss was applied on the gold logo for a sophisticated look to increase tactile appeal. The paper bag and box are designed with a premium matt velvet finish complimented with a matt gold foil finish to provide a sleek and mysterious approach to the receiver. As they unwrap and unbox the gift set, they will be surprised with the pastel colored packaging within.

The design project, which took place in January 2021 in Singapore, involved online research on related food items such as other health or organic foods, their packaging, and logistics involved. Surveys via phone call and face-to-face meetings were conducted to support the research. The data was consolidated and channelled to the design team to integrate with the packaging.

To stand out from the other retail brands of nuts in the market, the packaging was redesigned to be recognised as a premium and wholesome brand. The mixes renamed to convey the consumer benefit upfront. For example, what was previously known as ‘Premium Mix’, was renamed to ‘Immunity Mix’. To increase pick up rate, sets (between 5 – 6 mixes) were introduced and they were packaged together in a premium-looking box, suitable for corporate gifting.

The Notter Nuts Premium Gift Sets is a testament to Chuan Yeo's innovative approach to design. It is a perfect example of how design can enhance the consumer experience, from the moment they receive the product to the moment they consume it. The design has been recognized for its creativity and professionalism, earning it the Silver A' Packaging Design Award in 2022.