Juvela
NAIRNS
The challenge
Caramelised biscuit is an established flavour, loved by consumers and made famous by Biscoff. It's found in multiple categories including ice cream, drinks and spreads. But to date there has been no gluten-free way to properly indulge in this delicious taste. Nairn's saw a gap in the free-from market for a delicious caramelised biscuit alternative that didn't compromise on taste.
Creating Clarity
Gluten Free shoppers often feel restricted, and food can be more of a problem than a pleasure. So we wanted to create a design that looked indulgent, not medicinal, allowing them to treat themselves to a moreish melt in the mouth moment.
Creating Distinction
We immersed ourselves in the visual world of caramelised biscuits across different categories. We uncovered familiar design cues-like bold white type on a red background-that signalled flavour and familiarity. Taking further inspiration from the mainstream indulgent biscuit aisle, we crafted Moments as a guilt-free treat that doesn't feel like a compromise. The flowing typography and gently undulating background evoke richness, warmth, and a sense of comfort-bringing a new level of sensory appeal to the gluten-free shelf.
Into The Light were a fantastic partner on this innovation project. They injected real energy and fun into the process and nailed the brief. We can’t wait to see Moments hitting the shelves and becoming an established treat for gluten free shoppers
Kevin Butterworth, Marketing Director
