The problem
Nooly's syrups were good. The branding wasn't. The team wanted a brand Gen Z would actually care about, something people post, not just buy. But what they had looked generic. It could've been any generic supermarket brand. It didn't feel like culture, it felt like 'just another syrup'. Nobody was going to notice it, share it, or feel anything about it.
So we rebuilt Nooly into a brand made to be seen and shared. Today, it's got 14k followers on Instagram after just a year of launching, an incredible sell-through rate, various flavors constantly being 'sold-out', and the thing you can't manufacture: customers posting their own bottles just to show them off.
Before / After
The transformation.
The range
Baseline metrics
Instagram followers
Shelf standout
Social share rate
What we redesigned
- 01
Made the name the hero. NOOLY went from turned sideways and shrunk down the edge to a huge, bold wordmark you can read across a room or a feed.
- 02
Cut the clutter. We dropped the busy character illustrations and cream label for bold, single-color blocks, so the bottle reads instantly instead of asking to be studied.
- 03
Switched the bottle to a rounder, apothecary-style shape that photographs like something premium, not a pantry staple.
- 04
Rewrote the copy to sell a feeling, not a spec. "A Better Kind of Syrup" became "Tastes like dessert for breakfast", a line people actually repeat.
- 05
Designed the whole thing to be shot and shared, with color and type that pop against a kitchen counter, a plate of waffles, or an iced coffee.
Why it worked
Gen Z doesn't just buy a bottle, they either post it or they don't. The old design gave people nothing to show off; it looked like every other craft syrup. The new one is loud, confident, and photogenic, so the packaging markets itself every time a customer puts it on their story. That's how you get 14k followers and people sharing bottles they paid for.
Validation
- ·Eye-tracking to confirm the new bottle grabs attention before the old one did
- ·Focus-group testing with Gen Z audience
- ·500 bottles sold out within 8 hours on launch day
The system
Packaging in context.
Outcome
Numbers that moved.
Instagram followers
Bottles sold
Organic sharing
Free strategy call
Want to talk through what this could look like for your brand?
Book a 30-minute call to pressure-test priorities, constraints, and next steps.