Coach by Relish

About

Coach is a Nutella-style chocolate spread brand from North Macedonia, made without sugar, sweetened with alternatives, and boosted with protein. The product tastes indulgent, the profile is cleaner. The old packaging did not say that on shelf. SKUs used very different colors, pink beside black beside blue, so the line felt scattered. There were few flavor cues and no clear family read. The brief was to flip the visual order, show taste first and confirm the clean story second, and to unify the range on shelf.

Solution

We shortened the name from Coach Foods to Coach to improve recall. We built a warm, chocolate-led palette so jars read as one family from the aisle. Small ingredient cues, peanuts, hazelnuts, chocolate pieces, help shoppers spot flavor without crowding the layout. The logotype is large and confident. Type is simple to scan. Claims and nutrition sit where people expect them, so reassurance comes after the grab. Scope covered identity, label architecture, color logic across SKUs, messaging, print-ready files, e-commerce assets, and 3D shelf renders for sell-in. Guiding line, Clean never tasted this bold.

Results

On shelf, Coach now forms a bold, unified block that signals “this tastes amazing” at a glance. Up close, the clean-label proof is easy to read. Early buyer feedback notes stronger flavor clarity and easier shopability. The system balances appetite and order, which helps the product get picked up in a crowded aisle. Coach rolls out across the Balkans in 2026, with a US DTC launch planned for the second half of the year.

Credits: 
Client: Coach Foods
Brand Identity & Packaging Design: Relish
Creative Direction: Dimitar Popov
Design: Anastzija Manasievska
Photography: Anja Kalin
3D Renders: Zach Peterson