Wellioo: Brand Identity and Food Packaging for a New Freeze-Dried Fruit Brand
Branding
Packaging
The founders of NovaCore Distribution had a simple ambition: Make freeze-dried fruit as accessible as any everyday snack.
The Objective
NovaCore’s go-to-market strategy was to first establish a presence in channels focused on immediate consumption, before eventually expanding into larger formats suited for lunchboxes and at-home snacking.
The goal was to secure shelf space in convenience stores, grab-and-go sections of grocery stores, pharmacies and other retail environments where consumers are looking for quick, satisfying snack options. The challenge was significant: Introduce a product category that remains relatively unknown to many consumers and compete against well-established impulse purchases such as granola bars, chips, candy and other snack foods.
To succeed, the brand needed to inspire trust, communicate its nutritional benefits instantly and stand out in environments where purchasing decisions are often made in a matter of seconds.
The Braque Approach
Our work began with the development of a complete brand platform.
Following a series of strategic and naming explorations, we created the name Wellioo, a brand that evokes both wellness and the spontaneous delight of discovering something unexpectedly enjoyable. The result is a name that is simple, memorable and easy to understand in both of Canada’s official languages.
From there, we developed a visual identity that is energetic, positive and designed to break away from the overly serious conventions often associated with health-focused products. The objective was not only to communicate the product’s nutritional value, but also its enjoyable and approachable side.
The packaging was specifically designed to perform in grab-and-go retail environments. Vibrant colours help consumers quickly identify flavours, while the generous use of fruit imagery immediately reinforces the product promise of freeze-dried real fruit, without additives.
This approach allowed NovaCore’s key product benefits to be communicated at a glance: 100% fruit, no added sugar, convenient to carry and processed in Canada.
Beyond the visual design, every aspect of the brand strategy was developed to support the company’s primary business objective of earning visibility in high-traffic retail environments and encouraging impulse purchases among active consumers looking for a better snacking option.
The Results
From its launch, Wellioo generated strong interest from retailers.
The combination of a product aligned with current consumer trends and a distinctive brand identity enabled the company to quickly secure dozens of retail listings within its first weeks on the market.
Today, Wellioo benefits from a strong brand identity, packaging designed to perform in convenience retail environments and a scalable brand platform capable of supporting continued growth across Canada.
The brand is now well positioned to continue its expansion and help bring freeze-dried fruit to a broader audience, one bite at a time.
