Client
No-Bullsh*t Snacks (Owned by Adhar Beverages Pvt. Ltd)
Services
Product positioning, packaging & creative design
Year
2022
Team In-Charge
Brand Conceptualisation: Team Adhar Beverages & Greek Alphabet Media
Creative Direction: Priyansha Anand, Nikhil Sharma, Raghav Upmanyu
Graphic Design: Priyansha Anand
Snacking isn’t supposed to be complicated, and you definitely don’t need to sacrifice taste to make something “healthy.”
That’s the thesis with which the co-founder of 3Sisters Non-alcoholic Beer, Nimish Solanki, reached out to us to develop the brand positioning & packaging design for their new line of uncomplicated snacks.
After a great start at building 3Sisters with them and then launching Aruba Mixers & Mocktails together, it was natural for us to work on a new brand together.
The brief was as follows –
- The product will help consumers with convenient and healthier snacking options.
- No tall claims about replacing home-cooked foods.
- We needed to be hard-hitting and not bullsh*t around.
With this brief in mind, we first set out to finding a suitable brand name.
Naming the Brand –
Our initial approach was to try and think of brand names that represented health, well-being, and a sense of snacking.
However, after a round of discussing name options, Nimish casually dropped a solid idea – why don’t we just name it No-Bullsh*t Snacks?
2 days later, after all the checks were done on availability of trademark & digital handles, we finalized the name and moved forward with setting the brand positioning.
The Packaging & What It Says:
Based on our analysis of over 30 snacking brands actively selling at the time (ex: Happilo, SnacQ, Farmley, Roasty Tasty, Nutty Gritties, The Healthy Binge, etc), we decided a couple of things:
- While it’s easier to show hyperbolic and unreal images of food, there’s merit to being bold & true.
- There truly is nothing like ‘healthy’ snack, only healthier options, especially compared to hogging on 3 vada pavs when you’re hungry.
- While a lot of brands try to position themselves as a replacement for home-cooked meals, that’s just nonsensical.
Rather, No-Bullsh*t Snacks are intended to be something you can munch on while waiting to get the gratification of a substantial meal. Whether it’s being stuck in a traffic jam, on the long metro ride back to home, or on flight where a simple sandwich can burn a hole in your pocket – this one’s just the partner for those times.
That’s why instead of fancy or unrealistic photos of people acting out on our packaging, we went with a clean label that clearly shows what’s inside, and a loud dialogue box for the brand name, almost as if to call bullsh*t on hunger and pretentious ‘healthy’ snacks.
With the packaging & label design sorted out for the 5 variants, we proceeded towards creating the digital presence across website, social media, etc. Here are some snippets from what we created.
Once the products became accessible to consumers via website, Amazon, retail & modern trade stores, on-ground events and activations, love started pouring. People primarily loved No-Bullsh*t Snacks for:
- Being upfront and honest about being healthier, and not trying to oversell itself.
- Classic, relatable, and delicious flavours. Imagine Makhana + Cheddar Cheese! 😍
- Well, being really addictive. You couldn’t really stop at a single pack. 😀
So much so, we got consumers from different age groups to try the product, and got great feedback and learnings.
That’s how the teams at Greek Alphabet Media & Adhar Beverages created another cool brand together.
Note: The Adhar Beverages team decided to take a strategic call to pause operations on the brand and revisit it soon. For now, you may only find scattered traces of the brand across internet. However, hopefully No-Bullsh*t Snacks will be back soon. :)
Looking to launch a new food or drinks product?
Right from setting the brand & product’s positioning, creating outstanding packaging, getting the word out on digital & offline platforms, and helping you sell to your relevant audiences – we’ve got the chops and insights to make it happen. Get in touch.
