NuWe
Design as a bridge, to balance the dual burden of under and over-nourishment in India
Details
NuWe is a digital-first, science-backed wellness brand focused on transforming children's nutrition in India. Inspired by Ayurveda and led by an experienced clinical and pediatric nutritionist and mother, NuWe offers personalized precision nutrition solutions for parents navigating the complexities of weaning to teenage years. With a mission to simplify pediatric nutrition, the brand creates clean, accessible, and holistic wellness products. NuWe aims to bridge the gap between under and over-nutrition, becoming the most trusted partner for parents striving to provide their children with a healthier, happier life.
NuWe is a digital-first, science-backed wellness brand focused on transforming children's nutrition in India. Inspired by Ayurveda and led by an experienced clinical and pediatric nutritionist and mother, NuWe offers personalized precision nutrition solutions for parents navigating the complexities of weaning to teenage years. With a mission to simplify pediatric nutrition, the brand creates clean, accessible, and holistic wellness products. NuWe aims to bridge the gap between under and over-nutrition, becoming the most trusted partner for parents striving to provide their children with a healthier, happier life.
NuWe is a digital-first, science-backed wellness brand focused on transforming children's nutrition in India. Inspired by Ayurveda and led by an experienced clinical and pediatric nutritionist and mother, NuWe offers personalized precision nutrition solutions for parents navigating the complexities of weaning to teenage years. With a mission to simplify pediatric nutrition, the brand creates clean, accessible, and holistic wellness products. NuWe aims to bridge the gap between under and over-nutrition, becoming the most trusted partner for parents striving to provide their children with a healthier, happier life.
Services
Strategy
Branding
Visual Identity
[client]
NuWe (Recently acquired by The Good Bug)
NuWe (Recently acquired by The Good Bug)
NuWe (Recently acquired by The Good Bug)
[industry]
Health & Wellness
Health & Wellness
Health & Wellness
A One-Stop Shop for Parents-to-be to Parents-of-teens
The design interventions for NuWe were strategically developed to cater to two distinct yet interconnected audiences: parents and children. The primary consumer base, parents, required a brand identity that conveyed trust, reliability, and scientific precision. However, to make a meaningful impact, the design needed to break through the overwhelming clutter of wellness products and clearly communicate NuWe’s commitment to clean, high-quality ingredients. The design emphasized transparency and clarity, using strong, balanced typography and a color palette that was both bold and approachable. The logo sans font was designed with geometric balance and fluid curves to symbolize the precision of nutrition while maintaining a playful, approachable feel to resonate with both parents and children alike.
To bridge the gap between the brand’s serious nutrition credentials and the need to captivate children, the design incorporated playful, visually enticing elements. Recognizing the challenge of getting children to engage with health-conscious products, bright colors and fun, abstract graphics were used to create a visual language that felt exciting and approachable. This was done without compromising the core values of the brand, maintaining a balance between creating an inviting atmosphere for children and instilling a sense of trust for parents. Through the use of vibrant tones and playful, but simple visuals—like geometric representations of ingredients—NuWe ensured that the products stood out in a way that was both fun and educational for kids, while helping parents confidently introduce healthy options into their children's lives.
A One-Stop Shop for Parents-to-be to Parents-of-teens
The design interventions for NuWe were strategically developed to cater to two distinct yet interconnected audiences: parents and children. The primary consumer base, parents, required a brand identity that conveyed trust, reliability, and scientific precision. However, to make a meaningful impact, the design needed to break through the overwhelming clutter of wellness products and clearly communicate NuWe’s commitment to clean, high-quality ingredients. The design emphasized transparency and clarity, using strong, balanced typography and a color palette that was both bold and approachable. The logo sans font was designed with geometric balance and fluid curves to symbolize the precision of nutrition while maintaining a playful, approachable feel to resonate with both parents and children alike.
To bridge the gap between the brand’s serious nutrition credentials and the need to captivate children, the design incorporated playful, visually enticing elements. Recognizing the challenge of getting children to engage with health-conscious products, bright colors and fun, abstract graphics were used to create a visual language that felt exciting and approachable. This was done without compromising the core values of the brand, maintaining a balance between creating an inviting atmosphere for children and instilling a sense of trust for parents. Through the use of vibrant tones and playful, but simple visuals—like geometric representations of ingredients—NuWe ensured that the products stood out in a way that was both fun and educational for kids, while helping parents confidently introduce healthy options into their children's lives.
A One-Stop Shop for Parents-to-be to Parents-of-teens
The design interventions for NuWe were strategically developed to cater to two distinct yet interconnected audiences: parents and children. The primary consumer base, parents, required a brand identity that conveyed trust, reliability, and scientific precision. However, to make a meaningful impact, the design needed to break through the overwhelming clutter of wellness products and clearly communicate NuWe’s commitment to clean, high-quality ingredients. The design emphasized transparency and clarity, using strong, balanced typography and a color palette that was both bold and approachable. The logo sans font was designed with geometric balance and fluid curves to symbolize the precision of nutrition while maintaining a playful, approachable feel to resonate with both parents and children alike.
To bridge the gap between the brand’s serious nutrition credentials and the need to captivate children, the design incorporated playful, visually enticing elements. Recognizing the challenge of getting children to engage with health-conscious products, bright colors and fun, abstract graphics were used to create a visual language that felt exciting and approachable. This was done without compromising the core values of the brand, maintaining a balance between creating an inviting atmosphere for children and instilling a sense of trust for parents. Through the use of vibrant tones and playful, but simple visuals—like geometric representations of ingredients—NuWe ensured that the products stood out in a way that was both fun and educational for kids, while helping parents confidently introduce healthy options into their children's lives.
Design that speaks through simplicity—evoking joy while ensuring clarity and scalability
Font selection prioritized accessibility and readability, especially in digital formats. The primary font had a balance of geometric precision and fluidity, reflecting NuWe’s scientific approach, while the secondary font (Montserrat) ensured clarity for digital use. The typography connected with both parents, seeking information, and children, engaging with the brand. This thoughtful pairing enhanced the user experience across various platforms.
The visual identity, centered around a simplified yet evocative color palette, was designed to communicate the brand’s core values while also allowing the product itself to take center stage. Monochromatic contrasts and playful scribbles were employed to reinforce the sense of minimalism while still making the packaging engaging and memorable. The playful, abstract glyphs—shapes inspired by ingredients like strawberries and bananas—paired with the fluidity of the Lima font, expanded the visual language into a space that was both geometric and organic. This balance was intentional, ensuring that NuWe’s products conveyed a sense of fun and engagement for children, while maintaining a refined and thoughtful approach for the parent audience. By streamlining the graphic elements and focusing on the products, the design spoke louder through simplicity, enabling NuWe to present a truly effective and engaging solution to both audiences.
Design that speaks through simplicity—evoking joy while ensuring clarity and scalability
Font selection prioritized accessibility and readability, especially in digital formats. The primary font had a balance of geometric precision and fluidity, reflecting NuWe’s scientific approach, while the secondary font (Montserrat) ensured clarity for digital use. The typography connected with both parents, seeking information, and children, engaging with the brand. This thoughtful pairing enhanced the user experience across various platforms.
The visual identity, centered around a simplified yet evocative color palette, was designed to communicate the brand’s core values while also allowing the product itself to take center stage. Monochromatic contrasts and playful scribbles were employed to reinforce the sense of minimalism while still making the packaging engaging and memorable. The playful, abstract glyphs—shapes inspired by ingredients like strawberries and bananas—paired with the fluidity of the Lima font, expanded the visual language into a space that was both geometric and organic. This balance was intentional, ensuring that NuWe’s products conveyed a sense of fun and engagement for children, while maintaining a refined and thoughtful approach for the parent audience. By streamlining the graphic elements and focusing on the products, the design spoke louder through simplicity, enabling NuWe to present a truly effective and engaging solution to both audiences.
Design that speaks through simplicity—evoking joy while ensuring clarity and scalability
Font selection prioritized accessibility and readability, especially in digital formats. The primary font had a balance of geometric precision and fluidity, reflecting NuWe’s scientific approach, while the secondary font (Montserrat) ensured clarity for digital use. The typography connected with both parents, seeking information, and children, engaging with the brand. This thoughtful pairing enhanced the user experience across various platforms.
The visual identity, centered around a simplified yet evocative color palette, was designed to communicate the brand’s core values while also allowing the product itself to take center stage. Monochromatic contrasts and playful scribbles were employed to reinforce the sense of minimalism while still making the packaging engaging and memorable. The playful, abstract glyphs—shapes inspired by ingredients like strawberries and bananas—paired with the fluidity of the Lima font, expanded the visual language into a space that was both geometric and organic. This balance was intentional, ensuring that NuWe’s products conveyed a sense of fun and engagement for children, while maintaining a refined and thoughtful approach for the parent audience. By streamlining the graphic elements and focusing on the products, the design spoke louder through simplicity, enabling NuWe to present a truly effective and engaging solution to both audiences.
