About Fresh Nuts

Kadir Kilic’s Fresh Nuts GmbH has been offering first-class nut varieties since it was founded in 1999. Today, the production facilities in Bad Oldesloe and Gaziantep/Turkey produce three nut brands that are sold in over 50 countries: NRJ, Meray and Kerem. They combine traditional, oriental recipes and roasts with the latest technical possibilities and high quality standards.

Challenge

Back in 2016, Fresh Nuts founder Kilic realized that there was more to nuts than just a tasty snack. He saw the potential of nuts as a healthy energy snack – and was able to create a then new category with the nut brand NRJ.

In 2021, NRJ had to hold its own in what had become a highly competitive environment. Fresh Nuts commissioned brandtouch° to strategically realign the brand. A new corporate design and packaging design were to raise the brand to a new level – and prepare it for a national rollout in food retail for the expansion of the product range from eight to 21 varieties.

Positioning

brandtouch° positions NRJ as a delicious energy snack that combines healthy eating and a natural energy boost. The brands thus directly addresses the modern, mindful lifestyle of the target groups. The fresh self-image can now also be found in the corporate design and packaging design, which is dominated by bright, loud colors and energetic illustrations. The result is a color blocking that attracts a lot of attention at the POS and offers orientation in the expanded portfolio. As an umbrella brand, the visually strong black NRJ logo forms powerful, concise brackets across the entire range. And a new claim sums it all up in a few words: NRJ. Fuel for your life!