Crafting Innovation: The NoBull Burger Packaging Project

In the grocery world, it's not often that a client takes risk to stand out in the frozen veggie burger category. NoBull’s decision to veer from the conventional path of showing a veggie burger in a bun and instead embrace the unconventional was, in essence, an act of courage. This redesign coincided with a recent launch nationally in Whole Foods Market so there was a significant amount of risk in the unconventional design direction. It was a decision to trust the creative vision and to believe that something different could resonate with consumers and leave a lasting impression.

Inspired by a photograph in my portfolio, the client wanted to showcase their ingredients, reflecting the authenticity and quality of their products. This was an invitation to step away from the conventional norms of packaging photography and embark on a journey that would eventually set their product apart from others on the grocery store shelf.

Andy Kurtts, creative director at Buttermilk Creative, was crucial in this project. As a long-time friend and collaborator, his ability to convey the vision, the essence of the brand, and the potential impact of this approach was pivotal—he bridged the gap between the client's aspirations and creative risk-taking. The trust built over years of partnership laid the foundation for this project.

The opportunity to create work that stands out from the crowd is a privilege. In a world oversaturated with visual stimuli, brands that break free from the norm have the chance to make a lasting impact on consumer perceptions. NoBull (link: https://nobullburger.com/) embraced this chance to elevate its brand and authentically engage its audience.