Pip & Nut: Over a Decade of Positive Energy
Creating the UK's Number One Nut Butter Brand.
Brand Creation. Strategic Positioning. Creative Strategy. Brand Identity. Packaging Design. Structural Design. Brand World and Messaging. Brand Guidelines.
From creating the brand back in 2014, to overseeing new category launches and sustainable packaging updates, we’ve worked side by side with Pip & Nut as the brand has evolved from an ambitious challenger to a must-have lifestyle companion. Throughout we’ve helped them stay true to our original organising thought, exuding positive energy in every way from a distinct personality through to new product development.
Pip & Nut grew from £0-£10m in its first four years, and became the UK’s favourite nut butter in 2025.
REIMAGINING CATEGORY POSSIBILITIES
From the start, Pip & Nut was created to reinvent the nut butter category, evolving consumer perceptions of the product from tired toast topping to a versatile ingredient perfect for creative cooking and protein snacking. Its fresh, bold design stood out on a shelf dominated by worthy browns and greens, while an innovative sachet format suggested new and exciting product occasions. Aligning with younger consumers brought incremental growth to the category as a whole, and the brand quickly became the UK’s fastest growing nut butter.
CREATED FOR GROWTH
Pip & Nut’s original brand positioning of positive energy created an aspirational brand that reflected consumers’ real lives. Rather than an overt and functional association with health and clean eating, this more emotional positioning allowed for a balanced portfolio that can stretch from indulgent chocolate treats through to high protein bars. Through its irresistible personality, the brand has built love and trust among a core of intensely loyal consumers.
“Of course taste is a factor but the pack looks so good people want to try it – it’s the magpie effect.”
Pippa Murray, Founder
POSITIVE IMPACT
In 2021, we helped Pip & Nut transition from plastic to glass with a new jar that premiumises the offer while enhancing sustainability credentials. By creating two sizes of jar that share the same opening, lid and footprint, and using the minimum amount of glass possible, we’ve helped save time and energy and materials throughout the production process.
Brand Strategy.
Brand Identity.
Packaging Design.
Copy and Tone of Voice.
Brand World.
Production.
Brand Guidelines.
