The Working Assembly Rebrands Healthy Snack Brand NUFS

Award-winning agency The Working Assembly has partnered with NUFS, a healthy snack brand founded by sisters Kristine and Jessica Tran. After their father was diagnosed with diabetes, the sisters struggled to find clean, low-sugar, filling snacks that also tasted good. This challenge inspired the creation of NUFS, a gluten-free, dairy-free, and seed oil-free snack. Together, The Working Assembly and the NUFS team have developed a distinctive brand and packaging system that embodies the NUFS mission: Have fun with food!

The agency's comprehensive brand system features graphic representations of the products, a bold yet legible wordmark, a personality-packed mascot, and an organic illustration style. These elements combine to reflect the brand's commitment to both fun and flavour while highlighting the clean ingredients of NUFS snacks.

“Our primary challenge was to visually convey the purity of the product's ingredients while highlighting its playful and flavourful essence,” said Jolene Delisle, founder and head of creative at The Working Assembly. “We achieved this by integrating vibrant, bold colours and striking graphic elements, perfectly reflecting NUFS' core values.”

“As a retail-first brand where packaging serves as an in-store billboard, we needed something bold and eye-catching. The Working Assembly delivered beyond our expectations. Customers, buyers, and distributors have all praised our sharp new look, and it has helped us secure retail partnerships with major chains like Whole Foods,” said Jessica Tran, co-founder and CEO of NUFS. 

With this rebrand, NUFS is ready to bring a burst of colour and excitement to the typically monochrome cracker aisle, making healthy snacking a delightful experience for all.