THE CHALLENGE

The healthy snacking category had a tone problem.

Everything looked premium. Controlled. Responsible.
Designed to signal discipline - not desire.

Must Be Nuts entered a space where the product was good,
but the permission to be fun didn’t exist yet.
The idea was to make nuts feel like a crave, not a compromise. And make it impossible to walk past on a shelf.

We didn’t want more noise.
We wanted a sharper point of view. Everything started with flavour.

If the names were going to hit -
Berry Misbehaved. Pepper Lemon Panic. No Chill Lime Chilli -
the system had to match that energy.

Not polished. Not restrained.
Chaotic. But intentional.

Zag didn't come from a brief for a mascot. He came from a truth about the product: nuts are inherently chaotic to eat. 

He doesn’t read packs. 
He rips them open, full snout in, while his claws open the next one. Leaving behind a trail of crumbs. He’s the one driving this whole wild ride. We whip up the snacks accordingly.

Each SKU has its own personality but the same energy. Colour, flavour name placement, and Zag's position shift across formats - Berry Misbehaved reads differently to Rouge Chocolate Orange, as it should. But the system is coherent enough that you know they're family from across the aisle.
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 From a single pack to a loot bag, every format was treated as a canvas. The 30g pack works as hard as the gifting format. The system refuses to sit still. That's a feature, not a bug. 

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must be nuts

THE CHALLENGE