Hazelicious had quite the nut to crack. As the new kid in the milk and nut butter aisles, the brand needed to stand out from its dairy and plant-based competitors. It also wanted customers to understand the delicious and environmentally friendly benefits of choosing hazelnut-based products.

With Hazelicious positioning itself as the go-to brand for hazelnut products, JD&Co. made the hazelnut the hero of its visual identity. Inspired by the chunky hazelnuts native to the founders’ ancestral home in Giresun, Turkey, we created a playful, cheeky mascot that invites customers to pour a glass or grab a spoonful of hazelnut butter.

We then developed a cohesive brand system, including logos, color palettes, illustrations, and packaging that highlights the products’ appeal and benefits.

Hazelicious now has a distinctive, recognizable brand identity and packaging system designed to stand out on shelves and connect with consumers. Consider the nut cracked!

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