Creating the brand identity and packaging for Dough Nuggets for market success
Client: Dough Nuggets
Sector: Food & Beverage
Deliverables: branding, graphic design, package design
Case overview
- Created a modern, playful brand identity for Dough Nuggets.
- Designed vibrant packaging for three flavours, highlighting high-quality ingredients.
- Gained customer loyalty through sampling and strategic promotion.
Background
As co-founder of Dough Nuggets, a manufacturer of novel snack food products, I combined my branding and design expertise to create a unique identity and packaging for this snack, traditionally known as Chin Chin. Inspired by my Grandma Lucy’s cherished recipe, Dough Nuggets are crunchy, bite-sized balls of sweet dough, cooked golden in pure olive oil or virgin coconut oil.
Available in three flavours—Original (nutmeg), Cinnamon, and Coconut—Dough Nuggets needed a modern, playful brand identity that resonated with a broader audience while staying true to its roots.
Dough Nuggets became available by order and stocked in select NSW and ACT IGA and SPAR Supermarkets.
My role as Director of Marketing and Operations encompassed every aspect of production, from product development to market launch, including supplier management, sales, and marketing.
Challenge: Balancing tradition with modern appeal
While Chin Chin is a traditional snack, we wanted to introduce it to a wider audience by focusing on its key qualities—small, crunchy, and delicious. The challenge was to design packaging that reflected its origins without relying too heavily on the cultural background, allowing it to compete in a modern, diverse snack market. The goal was to create a brand identity that felt familiar yet fresh and exciting.
Additionally, navigating the complexities of scaling production while creating effective go-to-market strategies, establishing distribution channels, and promoting the product through diverse sales avenues was critical.
One of the key hurdles was getting Dough Nuggets stocked in supermarkets and food markets, where direct selling and brand awareness would play crucial roles.
The solution: A vibrant, approachable brand identity paired with strategic marketing
Branding & Packaging Design
I developed a cohesive brand identity that balanced the product’s heritage with a modern twist, focusing on its universally appealing flavours and texture.
The logo features a playful cherub eating nuggets while floating on a cloud, symbolising the light, fun nature of the snack. The packaging used bold, vibrant colours, with distinct designs for each flavour to ensure that the product was eye-catching on shelves.
Sales & Distribution Channels
I took the lead in establishing distribution channels, securing placement for Dough Nuggets in six IGA supermarkets and two SPAR locations across NSW and ACT. Direct selling and field marketing played key roles in these efforts.
We also diversified our approach by selling at food markets, expos, and via our eCommerce website, allowing customers to engage directly with the product through sampling and education.
Additionally, we partnered with subscription boxes such as Little Box of Yum and Goodness Me Box to introduce our product to their subscriber base. These collaborations not only expanded our reach but also boosted sales by 15%, tracked through promo codes.
Paid Advertising & Marketing Campaigns
Facebook advertising became a major traffic driver to our website. Through careful A/B testing, we honed in on the most effective ad formats, landing an average CTR of 4.7%—far surpassing the industry average of 0.90%. Our highest-performing ad achieved a CTR of 5.61%. These ads, with calls to action like “Shop Now,” helped boost sales directly from our website. I was also responsible for designing all marketing collateral, including online and print advertisements, outdoor displays, and promotional materials for exhibitions.
Key achievements
- Graphic Design: Designed all packaging and marketing materials, ensuring a consistent, vibrant brand presence across all platforms.
- Sales & Market Expansion: Generated $36,100 in sales, with each item priced at $3.80 and a profit of $1.65 per item. Successfully expanded our distribution by securing partnerships with 6 IGA supermarkets and 2 SPARs. Utilised food markets, expos, and eCommerce to enhance market reach.
- Field Marketing & Partnerships: Partnered with subscription boxes Little Box of Yum and Goodness Me, increasing our sales by 15% through targeted promotions.
- Paid Advertising: Achieved an average CTR of 4.7% on Facebook ads, with the highest CTR reaching 5.61%, significantly above industry standards. A/B testing allowed us to continuously refine and improve our ad performance.
The result
Dough Nuggets successfully launched with a brand identity that appealed to both traditional snack lovers and new consumers alike. The thoughtful product positioning and modern branding helped the product secure shelf space in supermarkets and food markets, while our digital marketing efforts drove significant traffic and sales through our eCommerce platform.
The product continues to be available through select NSW and ACT IGA and SPAR Supermarkets, maintaining a loyal customer base. Through a hands-on approach in both marketing and operations, Dough Nuggets achieved visibility in a competitive market, paving the way for future growth and product line expansion.