Creat­ed in New York, Gnu Foods (now known as nuGo Fiber d’Lish) made high-fiber treats that found favor with preg­nant ladies, con­sti­pat­ed chil­dren, and U.S. troops fight­ing in Afghanistan. Their play­ful and col­or­ful brand was like can­dy to us, and we designed a beau­ti­ful web expe­ri­ence for their customers. 

This 2006 project was one of our first to involve con­tent strat­e­gy in addi­tion to design and devel­op­ment. We designed a full range of tonal­i­ties for the site’s mes­sag­ingfrom light-heart­ed quips squawked ran­dom­ly by the Gnu Foods bird mas­cot to an appro­pri­ate­ly-seri­ous tone for the sites med­ical infor­ma­tion sections.

The prod­uct under­went brand trans­for­ma­tions and name changes in the 2010s, but you can check out a frag­ment­ed hint of what we cre­at­ed for Gnu Foods via the Way­back Machine.

Our responsibilities on this project

Graph­ic design; con­tent strat­e­gy; user expe­ri­ence design; infor­ma­tion archi­tec­ture; front-end devel­op­ment; back-end implementation.