Less of a brief, more of a blank sheet: two people with nothing but a desire to make chocolate approached us to build a brand from the ground up.
Looking for a point of difference in a crowded premium confectionery market, we realised that most products were taking themselves a little too seriously and there was space for something a little more playful and friendly.
The starting point for the brand was the name – a fun twist derived from the product’s proud home in Norwich, Norfolk.
Continuing the theme, we developed a bold, colourful aesthetic far removed from the blacks and golds that dominate the market. The squirrel character was a perfect fit for the name, and gave us a moveable icon we could dial the fun up or down on depending on the situation.
The granola bars are Gnaw’s latest (and we think tastiest – they don’t last long in the studio!) range, which have provided an opportunity for a more organic looking squirrel.
Over a relationship spanning seven years Gnaw has moved from a start up to a serious challenger brand stocked in over 2,000 UK stores and supermarkets and exported to 22 international markets.
Work areas: Brand Strategy, Naming, Branding, Illustration, Packaging, Print + Advertising