NomNom®
NomNom entered one of FMCG’s loudest categories, where differentiation is often achieved through aggressive claims and visual excess. The founders took a counter position. Milk that is traceable, minimally processed, and free from marketing noise, built on the belief that credibility could scale without shouting.
The mandate was to build instant trust in a daily consumption category without leaning on familiar health claims or pastoral nostalgia. As a scratch-stage brand, the system needed to feel deliberate from day one, working consistently across packaging, digital, retail environments, and investor conversations while remaining calm under scale pressure.
Our work focused on building NomNom end to end as a single coherent system. Naming, narrative, identity, packaging, and digital experience were designed with restraint as the primary lever. Visual language was muted and precise, traceability was surfaced without theatrics, and the digital journey prioritised clarity, transparency, and effortless repeat behaviour.
The result was a brand that proved restraint can create outsized value in a crowded category, culminating in NomNom’s acquisition by a major FMCG player within months of launch. For Lazy Eight, the engagement reinforced a recurring belief across consumer brands: in categories that shout, the clearest signal often comes from restraint.
NomNom entered one of FMCG’s loudest categories, where differentiation is often achieved through aggressive claims and visual excess. The founders took a counter position. Milk that is traceable, minimally processed, and free from marketing noise, built on the belief that credibility could scale without shouting.
The mandate was to build instant trust in a daily consumption category without leaning on familiar health claims or pastoral nostalgia. As a scratch-stage brand, the system needed to feel deliberate from day one, working consistently across packaging, digital, retail environments, and investor conversations while remaining calm under scale pressure.
Our work focused on building NomNom end to end as a single coherent system. Naming, narrative, identity, packaging, and digital experience were designed with restraint as the primary lever. Visual language was muted and precise, traceability was surfaced without theatrics, and the digital journey prioritised clarity, transparency, and effortless repeat behaviour.
The result was a brand that proved restraint can create outsized value in a crowded category, culminating in NomNom’s acquisition by a major FMCG player within months of launch. For Lazy Eight, the engagement reinforced a recurring belief across consumer brands: in categories that shout, the clearest signal often comes from restraint.
DEL · DXB · NYC