Nuts.com
Making Way For a New Generation
Nuts.com is an online retailer that offers every kind of nut imaginable. Despite their contemporary name, Nuts.com was founded by “Poppy” Sol Braverman in 1929 as the Newark Nut Company. Since then, the family owned business has grown from a stand in Newark’s Mulberry Street market into a thriving site selling over 2,000 items and has annual sales of over $20 million.
Additional credits:
Michael Bierut, Pentagram
Jeremy Mickel, Fontographer
Christoph Neimann, Illustrator
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When Poppy’s great grandson Jeffrey took over the business, he wanted to bring a new, fresh perspective to the company.
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We visited the distribution plant and met the entire family in Newark. They were such lovely, funny, passionate people that we knew we needed to create a new identity and packaging program that was as unique as the family.
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Our team worked with Jeremy Mickel to create a custom variable font called “Nutcase” using Michael Bierut’s handwriting in india ink. Christoph Niemann illustrated a suite of little nut characters based on family photos. We plastered puns about nuts everywhere. The result was a fun, friendly, and a little nutty identity.
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Without any advertising or PR, Google organic traffic grew by 32% after launch. Direct domain traffic grew by 105%, and revenues from direct traffic increased by more than 65%.
