Seedible is a line of sesame seed butters blended with the highest-quality sesame and just a few simple ingredients. With an offering that challenged the nut and seed category, Seedible aims to transform simple, diverse ingredients into uniquely delicious, yet familiar, snack foods. In the case of sesame, and sesame based products like tahini (which goes widely unknown in its use), Seedible set out to create a more familiar product as a spreadable seed butter, while disrupting the nut and seed butter isle with something new.
As a leading design principle, the brand identity started with something familiar and core to the product itself, taking cues on how seeds scatter. From the wordmark, typography and photography style, the concept of scattered brought a personality to the brand that is unfussy and playful at heart. A play on words of “Not Nuts”, not only suggests what the product is (or rather is not), while also establishing a playful brand tone of voice.