For the GCC confectionary market where multinational and global brands rule and where regional brands prefer imitation over innovation, Blooming Foods is a new company founded to specialize in innovative, snacking brands, halal certified, made in the UAE.
The brief to CBA Memac was to create a new confectionery brand identity and packaging that will stand tall in the market, appeal to consumers with already much choice and high expectations
This new brand needed an enticing Name and Brand identity, as well as Packaging design for the first product line to launch - marshmallows – that would engage and resonate with the region’s treat seeking audiences.
Building on the company’s brand promise – the heart of a craftsman, the spirit of an explorer – with the energy to do things differently, the passion to do it right and the decades of expertise to do it well – for the packaging, CBA worked to create an energetic, modern, playful brand ensuring high quality expectation and taste appeal.
The name ‘Nom Noms’ was created for the confectionery range, encompassing the idea of anticipation of, or a delighted response to delicious-tasting food that melts in the mouth. Perfect for this new, innovative, high quality flavored and textured marshmallows brand – and, it is a word that works in most cultures and languages.
The Nom Noms logo identity was designed to be playful yet not childish, with a youthful feel that could apply itself to not just marshmallows but to future confectionary lines, and that will appeal to both adults and children. The overall pack design aims to be eye-catching and playful. At its center, an expandable family of characters was created, each with their own personality, aiming to create fun around the flavours, and the ability to extend and tell a story around this new sweet world.
The resulting packaging for Nom Noms Marshmallows, offers a playful, modern and quirky packaging design in line with the brand identity. The brand and its clearly differentiated variants stand out particularly well against both the global players and cheaper value brands in the market.