Case study: Nutty Barica

Nutty Barica emerged as a contestant on a Croatian television show, supporting and promoting innovative local products. National retail chains immediately recognised it, and it got an opportunity to transition from a small-scale brand into a credible player in the healthy snack category. 

Unfortunately, the Nutty Barica brand faced a competitive and saturated market, necessitating a clearer identity and stronger communication to differentiate itself.

Filburg carefully prioritized impact in a competitive market dominated by protein bars and fitness snacks. Our first job was to differentiate and show that Barica is not for athletes only. Its audience is busy professionals, active families, hikers, and anyone seeking a wholesome everyday snack. 

Our job was to change this wrongful perception and communicate Nutty Barica's brand values: simplicity, honesty, and good nutrition.

1. First, we evaluated core brand elements and looked to improve clarity, consistency, and recognizability. We had to create a foundation to reflect authentic Nutty Barica values and make them resonate with a wider consumer base.

2. To improve brand identity we had to simplify the visual language and align it with the product’s values. Fixing structure and cohesion between various brand elements—from packaging to digital presence— made the product more visibile and appealing.

3. Then we cleared the packaging, presenting information in a clear and compelling way while maximizing shelf visibility and recognizability. Special attention was given to brand hierarchy and flavor distinction to improve user experience at the point of sale.

4. Our communication strategy positioned Nutty Barica as a natural, everyday snack—far out of the sports nutrition niche. This included planning campaigns that integrated both digital and offline media.

The packaging redesign brought simplicity and transparency to the forefront. Clean layouts and easy-to-scan product benefits were emphasized. 

User-friendly, mobile-optimized website highlighted Nutty Barica’s key attributes: 

• natural ingredients, 

• nutritional value, 

• suitability for a busy lifestyle. 

Clear messaging, easy navigation, and engaging visuals ensured that customers quickly understood the product’s benefits and connected with the brand story.

Messaging was tailored across social media, digital ads, and outdoor billboards to emphasize the product’s natural qualities and its fit into busy lifestyles, helping broaden the brand’s appeal and consumer base.

• The redesigned packaging improved shelf impact, increased shopper interest, and helped Nutty Barica stand out in a competitive category.

• The updated identity established a unified and recognizable look, leading to stronger brand recall and clearer positioning in the minds of consumers.

• Digital storytelling and visual consistency improved customer understanding and connection. 

• Clearer messaging and enhanced packaging design helped Nutty Barica connect with a wider audience, increasing consumer interest and supporting growth within the Croatian market.