I was interested to read about Nibl, a new snack brand from Whitworths, in the current issue of Design Week.

Although the article surrounding this new product was quite small (amounting to just two lines of text and a small image) I could not help but notice this design for its clean, contemporary and humorous execution with a visually onomatopoeic label treatment.

Its reserved use of vivid yet non-garish colours and simple but effective logotype, makes it a bold move away from Whitworths’ existing packaging style.

There is now a clear synergy across the range, with obvious hierarchy given to the brand name. Clean lines and clear packaging gives integrity to the product with a playful twist; owing packaging cues to Muji’s minimalism.

In-short, a bold and modern step for Whitworths bringing them into a more discerning and selective demographic. From a design point of view we like it! Particularly the ‘nibl’ logo execution.