Brand name generation, brand creation, brand world, packaging.
Maree Hale
Client Success Manager
Brand name generation, brand creation, brand world, packaging.
Maree Hale
Client Success Manager
Noomz is a vibrant freeze-dried sweets brand that hit the shelves in early 2025. As a consultant to Smith, we developed a new name, brand identity, characters, illustrations, brand design, packaging, and POS.
Noomz is a vibrant freeze-dried sweets brand that hit the shelves in early 2025. As a consultant to Smith, we developed a new name, brand identity, characters, illustrations, brand design, packaging, and POS.
Noomz is a vibrant freeze-dried sweets brand that hit the shelves in early 2025. As a consultant to Smith, we developed a new name, brand identity, characters, illustrations, brand design, packaging, and POS.
Creative сhallenges
In a saturated marketplace, jumping on the bandwagon might seem like the easiest solution — but freeze-dried sweets are still a relatively new presence on the high street, with no major brand leading the way.
Creating a strong identity and original name posed a unique challenge, especially when finding something distinctive meant discarding hundreds of perfectly good options. Noomz was the answer — a playful, alien-sounding name that fit perfectly with the weird and wonderful world of our monster characters. Freeze-dried sweets don’t follow straight lines — it’s a world of wild shapes, bold colours, and intense flavours, and the brand needed to reflect that energy from the very first glance.
Creative сhallenges
In a saturated marketplace, jumping on the bandwagon might seem like the easiest solution — but freeze-dried sweets are still a relatively new presence on the high street, with no major brand leading the way.
Creating a strong identity and original name posed a unique challenge, especially when finding something distinctive meant discarding hundreds of perfectly good options. Noomz was the answer — a playful, alien-sounding name that fit perfectly with the weird and wonderful world of our monster characters. Freeze-dried sweets don’t follow straight lines — it’s a world of wild shapes, bold colours, and intense flavours, and the brand needed to reflect that energy from the very first glance.
Sugar coating
Creating a brand you could almost taste was our challenge. Noomz sweets are packed with condensed, often powerfully sour flavours — which inspired the line “X-treme Candy.” But beyond words, we needed to visually express that powdery, sugary, crunchy, and sharp flavour profile.
The crystal sugar finish was echoed in the rough-hewn, handmade typography, and every surface was crystallised and sugar-coated — right down to the flavour blast in the background. We also designed a suite of sweet-and-sour characters to match the different flavours. And just like that, Noomz was born.
Sugar coating
Creating a brand you could almost taste was our challenge. Noomz sweets are packed with condensed, often powerfully sour flavours — which inspired the line “X-treme Candy.” But beyond words, we needed to visually express that powdery, sugary, crunchy, and sharp flavour profile.
The crystal sugar finish was echoed in the rough-hewn, handmade typography, and every surface was crystallised and sugar-coated — right down to the flavour blast in the background. We also designed a suite of sweet-and-sour characters to match the different flavours. And just like that, Noomz was born.
