Context
Tools
Team
Live Client // University of Richmond
Adobe After Effects, Blender, Adobe Suite, Procreate
AD: Carli Adape / Caitlin Kreinheder CBM: Sarah Hardin / Ora-on Watanatham CW: Taylor Bendus
Role
Skills
Timeline
Graphic Designer
Animation, 3D Design, Typography, Production Design
3 Months
The What
NOOSH is a modern take on Baba Ganoush, a Middle Eastern eggplant dip that is smoky, smooth, and citrusy, with a kick of spice.
The Who
The formula for NOOSH was created by a team of University of Richmond student entrepreneurs. After they perfected their product we jumped in to hone in on the branding.
The How
To help NOOSH stand out on a cluttered physical and digital shelf, we decided to hone in on their unique zesty personality.
Proposed and Final Character Illustrations
In order to introduce NOOSH to a new market we personified the core ingredients in NOOSH - eggplant, garlic, lemon and cayenne pepper. This process went through multiple sessions of client feedback and transitioned from focusing on static illustrations to vector illustrations where motion was prioritized.
Brand Guidelines
For NOOSH to stand out on the shelves we honed in on embodying its zesty flavor with high energy brand colors and visual elements like its hand-drawn logo and playful pattern inspired by Mediterranean mosaics (an homage to Baba Ganoush’s origins).
3D Renders
Since we were creating branding designs that would live on a specific round jar, we created a 3D model of NOOSH to see how our designs would be play out in the real world. We used our custom model to fine tweak our design decisions and ultimately create a more appealing final product.
Social Media
We helped spread NOOSH's zesty personality via Instagram and TikTok.
NOOSH in the Wild
Press for NOOSH
Noosh has been featured in several local publications - including Richmond Bizsense, WTVR, The Collegian, and by the VCU Brandcenter.
Outcome
In it's initial launch NOOSH sold over 1000+ units of Product, including Wholesale and DTC. NOOSH was sold in over 15 locations around the local Richmond area and was available nationally at spreadnoosh.com.
Reflections
It was really amazing to have such a close live client experience while still in school! Going through multiple rounds of feedback and creation each step of the way truly did lead to such an amazing product.