As alumni lead creator on the Nutter Butter team, my design and creative strategy helped form what TheNew York Times now dubs the best and whackiest brand on the internet with "The secret is lots of lore without much sense..."
The piece that started it all. Our strategy was an incredibly smart move to embrace not only Gen Z culture, but to be bold enough to look ahead to Gen Alpha and start to incorporate notes of their humor in a way very few, if any, brands have so far.