Fresh From The Field — Nutiani – By Hula
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Working from an identity system that was restless and confident to reflect the brand’s personality, Hula walk us through their brand identity work for Nutiani.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
Fonterra engaged Hula to develop and deliver a brand for their newly launched business-to-business wellbeing solution provider, Nutiani. Nutiani uses cutting-edge science to unlock the potential of nutrition and push the possibilities of natural ingredients.
The Design Response
A dynamic organic shape was developed to connect to Nutiani’s purpose. The shape acts as a visual representation of the restless pursuit of nutrition’s potential. Designed as a digital-first identity, the primary logo is created in motion, further reinforcing the restlessness of the brand.
Grounded in the science of the human body and built on decades of scientific research, Nutiani is driven by the restless pursuit of helping people feel at their best. The identity system is restless and confident to reflect the brand’s personality – using dynamic colour, shape, illustration and imagery.
Nutiani offers customers end-to-end solutions through a combination of science-backed ingredients, consumer-ready concepts and services that leverage the co-op’s intellectual property and innovation expertise.
The Design Team
Mark Benseman – Creative Director
David Lyall – Strategy
Simone Lash – Senior Designer
Adeline Marteil – Senior Designer
Jenna Billman – Junior Designer
Max Desai – Motion Designer
Marela Glavaš – Senior Account Manager
The Client Team
Tan Desai – Creative and Design support
Tony Tong – Cultural naming consultant
Harley Campbell – Motion design support
Stephen Wells – Photographer