A bag of Tio Berto organic brazil nuts and baru nuts on a purple and a cyan background.

Getting a new health food product
noticed — and chosen

Services

Brand Strategy
Visual Identity
Logo Design
Package Design
Website Design
Amazon A+ Content

THE CLIENT:  tio berto

Tio Berto is a food and snack brand bringing vegan, allergen-friendly snacks to the health-conscious consumer. Their products are responsibly sourced and pesticide free — providing a wholesome and mission-driven snacking experience.

THE CHALLENGE:

Breaking into a  market of established 'superfoods'.
The client had a fabulous but unfamiliar product: the Baru nut. It is tasty and packed with antioxidants and micronutrients.
Who would be brave enough to give an unknown nut from an unknown brand a try?
My challenge was to build a brand that would (1) get his product noticed in the already-crowded healthfood scene and (2) gain consumers’ trust.

The Artisan Experience

STRATEGY

We started by zeroing in on our target audience. We identified our ideal customer as nutrition-savvy, often vegan, and curious about new healthy food options. Our ideal customer valued fair trade, protecting the planet, and supporting local economies, and was willing to pay a premium for products that aligned with their ideals.

NAMING

I wanted a brand name that would elicit warm, familial associations. Through collaborating with a copywriter, we decided on 'Tio Berto,' which translates to 'Uncle Berto' in Portuguese." The language is a nod to the source of the Baru nut, the vast savannahs of Brazil, and the “uncle” conveys friendliness, family, and familiarity.

Tio berto logo on dark background
Tio berto logo variety
Tio berto logo on paper
Tio berto Cards

Color Palette
Instead of overused greens and browns, I opted for a primary color palette of nature-inspired burnt orange and charcoal gray. These colors emphasize the brand’s earthy, environmentally-conscious values. For the packaging I introduced a secondary palette of vibrant colors to move even further away from the cliched “natural” look and add a measure of playfulness and delight. Tio Berto certainly stands out among competitors!

Tio berto color palette
Tio berto color palette

PACKAGE DESIGN
I chose the visuals carefully for the product packaging, to accurately portray the brand story. The background is an image of the Cerrado to showcase the origin of the Baru nut and inform the consumer about where the food comes from. The visuals are supported by family-focused messaging emphasizing family closeness and connection.
To add a handmade touch, I created custom illustrations representing the different ways to enjoy Baru nuts. These are both attractive and orienting to the new consumer, who has likely never heard of the product before.

A front of bag of Tio Berto organic baru nuts on a cyan background.
A back bag of Tio Berto organic baru nuts on a cyan background.
Tio berto nuts illustrations

I provided art direction for their product photography, ensuring the photos would convey the right look and feel. I advised them to tie in natural elements like wood, stone, and leaves to highlight the product’s origins.

A bag of Tio Berto baru nuts and a pair of shoes on a blue background.
Plates with food on the table
A jar of nut butter and some nuts around
A bag of Tio Berto organic baru nuts on a purple and cyan background.
A billboard advertising a Tio Berto product on the side of a building.

As the brand expands, new products join the lineup, with the latest addition being Brazil nuts. The packaging seamlessly extends the established product line, maintaining a consistent layout and design style. Each package is distinguished by a vibrant color, offering a visually compelling differentiation while harmoniously aligning with the overall brand aesthetic

A front of bag of Tio Berto organic brazil nuts on a pink background.
A front of bag of Tio Berto organic brazil nuts on a purple background.
A back of bag of Tio Berto organic brazil nuts on a purple background.

website design
The goal was to make it easy for users to learn more about the product and its fantastic health benefits and make a easy purchase. The website, built with Shopify is modern, easy to navigate and practical to manage.

Tio berto web page in full height
Tio berto web page in full height
Tio berto web page in full height

A COMPELLING IDENTITY — THAT SELLS
Tio Berto has succeeded in giving a formerly unknown product and brand secure footing in the health food space. Tio Berto’s visual identity conveys the brand’s values and attracts the right audience. The distinctive packaging stands out on Amazon — the Amazon inventory sold out completely!

“I'm sure that the our packaging is the reason Tio Berto collects reviews faster than anyone else on Amazon. The packaging and the branding really impact the sales.”

A.K., CEO, Tio Berto

Plates with food on the table

The Artisan Experience

STRATEGY
We started by zeroing in on our target audience. We identified our ideal customer as nutrition-savvy, often vegan, and curious about new healthy food options. Our ideal customer valued fair trade, protecting the planet, and supporting local economies, and was willing to pay a premium for products that aligned with their ideals.

NAMING
I wanted a brand name that would elicit warm, familial associations. Through collaborating with a copywriter, we decided on 'Tio Berto,' which translates to 'Uncle Berto' in Portuguese." The language is a nod to the source of the Baru nut, the vast savannahs of Brazil, and the “uncle” conveys friendliness, family, and familiarity.

Tio berto logo on dark background
Tio berto logo variety
Tio berto logo on paper
Tio berto Cards

Color Palette
Instead of overused greens and browns, I opted for a primary color palette of nature-inspired burnt orange and charcoal gray. These colors emphasize the brand’s earthy, environmentally-conscious values. For the packaging I introduced a secondary palette of vibrant colors to move even further away from the cliched “natural” look and add a measure of playfulness and delight. Tio Berto certainly stands out among competitors!

Tio Berto brand color palette

PACKAGE DESIGN
I chose the visuals carefully for the product packaging, to accurately portray the brand story. The background is an image of the Cerrado to showcase the origin of the Baru nut and inform the consumer about where the food comes from. The visuals are supported by family-focused messaging emphasizing family closeness and connection.
To add a handmade touch, I created custom illustrations representing the different ways to enjoy Baru nuts. These are both attractive and orienting to the new consumer, who has likely never heard of the product before.

A bag of Tio Berto organic baru nuts on a cyan background.
A bag of Tio Berto organic baru nuts on a cyan background.

I provided art direction for their product photography, ensuring the photos would convey the right look and feel. I advised them to tie in natural elements like wood, stone, and leaves to highlight the product’s origins.

A bag of Tio Berto baru nuts and a pair of shoes on a blue background.
Plates with food on the table
A jar of nut butter and some nuts around
A bag of Tio Berto organic baru nuts on a purple and cyan background.
A billboard advertising a Tio Berto product on the side of a building.

As the brand expands, new products join the lineup, with the latest addition being Brazil nuts. The packaging seamlessly extends the established product line, maintaining a consistent layout and design style. Each package is distinguished by a vibrant color, offering a visually compelling differentiation while harmoniously aligning with the overall brand aesthetic

A bag of Tio Berto organic brazil nuts on a pink background.
A bag of Tio Berto organic brazil nuts on a purple background.

website design
The goal was to make it easy for users to learn more about the product and its fantastic health benefits and make a easy purchase. The website, built with Shopify is modern, easy to navigate and practical to manage.

Tio berto web page in full height
Tio berto web page in full height
Tio berto web page in full height

A COMPELLING IDENTITY — THAT SELLS
Tio Berto has succeeded in giving a formerly unknown product and brand secure footing in the health food space. Tio Berto’s visual identity conveys the brand’s values and attracts the right audience. The distinctive packaging stands out on Amazon — the Amazon inventory sold out completely!

“I'm sure that the our packaging is the reason Tio Berto collects reviews faster than anyone else on Amazon. The packaging and the branding really impact the sales.”

A.K., CEO, Tio Berto

Plates with food on the table