With online ordering at its peak, the premier Canadian cheese manufacturer, Saputo, recognized an opportunity: specialty cheese gifting and entertaining experiences available directly to consumers.
Jacknife was asked to create the brand for this new offering from the ground up. We started with the name. Thus, Nibbl was born. We then created a distinct brand platform that guided every decision moving forward, including brand narrative, personality, and voice.
As the authority in specialty cheese, we had to develop a tonal direction that was knowledgeable and trustworthy while being personable and inclusive. Our goal was to demystify specialty cheese and make it accessible to all. We built all our messaging around lightheartedness and wit, sometimes even through cheesy puns. We then created the brand’s visual identity, which included the Nibbl logo, icon, colour palette, and type, along with directional photography and packaging design that set the stage for what was to come.
As a premium brand of specialty cheese assortments, the unboxing experience needed to look and feel high-end.
With two separate collections, gifting and entertaining, we designed unique packaging for each while ensuring cohesiveness between the two. We partnered with various local vendors to produce reusable, custom-made Nibbl cheese linen towels, cheese markers, cheese dishes, and other delightful offerings to enhance the consumer’s brand experience. We also leaned into the power of storytelling to introduce Nibbl through branded videos, identifying when and where Nibbl could be consumed. Spoiler alert… It’s anytime, anywhere.
Finally, it was time to create the Nibbl website, the essence and grand finale of any eCommerce brand. With a digital partner, we designed the website and developed the corresponding copy, delivering a full bilingual execution with individual English and French websites. We helped roll out various media campaigns, including print, digital, and social ads, not to mention the design of a 52-foot Nibbl trailer that turned heads on the highway.
Since the initial launch, Jacknife continues to work with Saputo on seasonal photoshoots, quarterly website revamps, and all social and promotional campaigns, including nearly 20 original social posts each month.
The entirety of Nibbl’s success boils down to collaboration. The number of people who worked together to bring this brand to life is endless, and we couldn’t be prouder to be part of it.
