Nosh & Go Real Yogurt
Quick serve yogurt brand and packaging
Nosh & Go Yogurt Company is the inspiration child of Burlington Ontario food entrepreneur Emily Wight. Also the founder of Astarté Yogurt, a popular quick serve fresh yogurt bar in Toronto’s underground, Emily sensed the potential of her yogurt parfaits and other healthy quick serve visions going beyond her counter and into area cafés and restaurants.
Emily reached out to Insite to assist in the next steps of strategy, brand and package. Working together we concluded that Astarté was not well suited to a retail grab-and-go product and as such a new product oriented brand would do the trick.
Insite assisted by first considering and planning the new brand’s value and personality to the audience before jumping into the naming game. The Nosh name made the short list during naming exercises, resonated and stuck.
Insite tacked on “& Go” to assert the personality of movement in busy lifestyles and then designed the identity and package inclusive of it’s position statement — Nosh it it’s real! #noshotitsreal — a secretly irreverent statement that aims to elevate the fact that all Nosh’s ingredients are simple, honest and real — a fact that shouldn’t be a big deal but in today’s culture of seductive processed food tempting our every hunger craving, it’s refreshing to discover a ready-to-go treat in your favourite café that’s actually healthy.
With ingredients being the star of this product line, we illustrated the cast of characters in a casual manner that could communicate spontaneity, simple pleasure, joy and purity.