INDUSTRY
ROLE
DELIVERABLES
TIMEFRAME
CHALLENGE
MY ROLE
IMPACT
PROBLEM
Nutella has global recognition, a colour palette everyone knows, and brand guidelines enforced at the highest level. The real risk is sameness. Every brief needs to feel fresh and relevant to its context while staying unambiguously on-brand. A chest freezer wrap, a co-brand hero image and a Christmas jumper all have to be solved differently.
THE SOLUTION
A multi-year relationship, with a different design challenge every time inside the same strict brand world.
One principle, applied everywhere: I solve for the context first, then let the brand do what it already does. I gave retail display a layered hierarchy built around how people actually approach a shelf, and co-brand work a single rule for sharing the frame. Recurring moments like World Nutella Day, the 60th anniversary and the Christmas jumper each got their own visual register inside the same strict brand world.
RETAIL DISPLAY IS PHYSICAL UX
Retail display is physical UX: a system built to work at three metres (stop traffic), one metre (communicate the offer), and arm's length (close the sale). Dominant logo and colour sit up top, product and campaign message at mid-height, call-to-action at eye level. One layered structure, reused across every format.
DIFFERENT OCCASIONS, SAME BRAND WORLD
Three consecutive years of World Nutella Day. A 60th-anniversary installation across French hypermarkets. A Christmas jumper that became an internal culture moment. Different occasions and formats, one brand world flexing without breaking.
TWO BRANDS, ONE HERO
Co-branding with Krispy Kreme, Burger King, KFC and 7-Eleven carried a built-in conflict: two strong brands competing for the same frame. My answer was one hierarchy rule, reused every time: lead with the shared occasion rather than either logo. Both brands stay recognisable, neither dominates, and the product stays the hero. One framework, scaled across four partners.
SAME SYSTEM, DIFFERENT MARKET VOICE
Two cuts from the motion library: a core brand scene built for everyday use, and the World Nutella Day teaser produced for the Arabic-speaking market. Same visual system, different market voice.
RESULTS
A multi-year relationship, proved one brief at a time.
