Rebranding @nutella to look like a healthy option, because the right branding can do pretty much anything. In the past, my “healthy” rebrands have leaned really bland and minimal, but there has been such a huge shift of healthier brands opting for fun branding, so I wanted to go in that direction. Lemme know what you think of this one!
Rebranding @nutella to look like a healthy option, because the right branding can do pretty much anything.
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Analysis
Verbal hook
With the right branding, you can make anything sound healthy, even Nutella.
Visual hook
Product foreground- 01The Contrarian Hook
Open by claiming that presentation can make an obviously unsuitable product seem suitable, then announce the transformation.
- 02The Honest Baseline
Acknowledge the audience's likely misconception, state the inconvenient facts, and soften the criticism by affirming that the product still has an appealing quality.
- 03The Naming Trick
Introduce the first perception shift: replace the familiar name with a simpler or more appealing label, then explain the implication and the loophole that allows it.
- 04The Visual Repositioning
Move from the name to the overall visual identity. Use a familiar category style, avoid a color associated with the old product, and add an ingredient image to signal naturalness or fun.
- 05The Premium Claim Stack
Add a status word, a positive sourcing claim, and a lifestyle use case. Then explain how the use case makes the product feel more appropriate for the target category.
- 06The Familiarity and Proof Layer
Borrow a recognizable usage cue from the original product, then add a specific number of ingredients or features and stack technically true positive claims.
- 07The Unresolved Design Choice and CTA
Reveal a final creative tension, leave the decision open, and ask viewers to choose between versions and suggest the next transformation.