Nugget: Chunk™

For the launch of Nugget’s second ever product, we created a distinct visual identity that could introduce our audience to the world’s first Play Ottoman. The logo and design language needed to be unique to Chunk — while also having the flexibility to eventually transition into something more aligned with our core brand, fitting into the visual style of the existing “Nuggetverse.”

I designed the Chunk logo, product packaging and insert, and overall visual design language for the campaign. In addition, I collaborated with members of Nugget’s amazing Creative Services team on a variety of deliverables for launch (paid media, photo retouching, video graphics, email marketing, social content, event signage and swag, and more) providing design direction and creative feedback.

✷ Design Direction

✷ Logo Design
✷ Print and Packaging
✷ Digital advertising and organic social
✷ Illustration
✷ Illustration/Design for motion

Creative Direction: Jennifer Barclay, Betsy Matz
Lead Designer: Rachel Morris

Announcement Video

An introduction to the Play Ottoman. Animation by Alesis Heaps.

Creative Direction: Jennifer Barclay, Betsy Matz
Design and Illustration: Rachel Morris
Animation: Alesis Heaps / Amotion Design
Art Direction/Production: Mackenzie Henry, Ana Amaya

Logo and Packaging

One of the most exciting projects within this campaign was working with our CEO to create Chunk’s “Big Orange Box” design. On it’s front, the logo wraps around the Chunk’s iconic hoop shape, a bouncy statement to pair with the playful angle and arc of Nugget’s logo. On the back, we inverted the design to refer to the “pucks” pieces found inside. Our ultimate goal was to create a perfect partner for the original Nugget box.

I then collaborated with our Marketing and Customer experience teams on 5x7” informational insert cards; First a Chunk-specific card, then a combined products card. See below!