Unproduced Concept for Nooly (2025)
A Better Kind of Syrup
An identity and packaging system exploration for a modern syrup brand that blends indulgence with better-for-you values, bringing clarity, personality, and consistency across every touchpoint.
Born from a vision to set a new standard in the syrup category, Nooly was positioned as a fresh alternative in a market long dominated by overly sweet, one-note products. The idea was to redefine what a syrup could be, combining indulgent flavor with natural, clean ingredients and reduced sugar content. The result: the same satisfying richness people love, but without artificial additives or excess. Designed for coffee lovers, home baristas, wellness enthusiasts, and busy parents, Nooly was imagined as a guilt-free way to elevate lattes, matcha, mocktails, and desserts.
The challenge lay in balancing health-conscious benefits (low sugar, gut-friendly, prebiotic) without drifting into "supplement brand" territory, while also creating a visual identity that felt playful, nostalgic, and trustworthy.
Widarto Impact approached this through a strategic identity system grounded in Nooly's brand personality: playful, modern, and warm - underpinned by a structured visual foundation. The intent was to keep health benefits approachable while maintaining aspiration and fun.
The logotype, crafted using Hobeaux by OH no Type Co, merges retro charm with contemporary energy, capturing the brand's playful spirit while ensuring clarity and strength at any scale. Bold proportions secure shelf standout, while organic detailing reinforces the crafted, real-ingredients narrative.
A series of doodle-comic hybrid illustrations gave each flavor its own distinctive personality. This flexible style scales seamlessly from print to digital, while delivering engaging, flavour-led storytelling. The color palette, drawn directly from variant profiles, supports intuitive navigation, appetite appeal, and brand cohesion.
The tagline "A Better Kind of Syrup" served as the narrative anchor - bridging functional claims (low sugar, prebiotic, natural ingredients) with an emotional promise: indulgence without guilt. It appeared across packaging and communications to unify the voice and reinforce recall.
A carefully considered typographic hierarchy ensured that brand name, flavor, and key benefits were captured at a glance, whether on shelf, at a cafe counter, or in digital environments. Designed with a digital-first mindset, the identity translated seamlessly from bottle to screen.
*Disclaimer: This project represents an unproduced concept developed during Nooly's early brand exploration. All trademarks and brand names remain the property of Nooly and its owner. Showcased here solely for portfolio documentation purposes.
Client
Unproduced Concept for Nooly (2025)
Industry
Food & Drink
Services
Brand Identity
Packaging Design