VeryNutty

Say it fast and it sounds like a confession. VeryNutty sits a vowel sound away from 'very naughty', and the whole brand lives in that gap: a bag of nuts with some mischief in it.

The mischief is the seasoning. The idea is nuts roasted with care and finished with enough spice to make a point, for people who like a snack that answers back. It is a crowded aisle, full of cheerful squirrels and sensible sea salt, and a name with a raised eyebrow stands out in it.

The sketches lean in. The mascot is an almond with red horns and the expression of someone who knows what happened to the last biscuit. Under the wordmark, the line 'Seriously Naughty.' works as tagline and wink at once. In one mock-up the pouches share a table with jars of nut butter and a canvas tote, which shows how easily the character travels from snack to spread to merchandise. In the other, three pouches stand under hanging lamps in a bare room, like suspects: roasted almonds, honey roasted peanuts and a trail mix, all brought in for questioning and none of them sorry. One bag warns of 'unruly snacking'.

This is a young brand's name. It would sit happily in a student union, on a festival stall or in the sponsor slot of a gaming stream. It is cheeky without being crude, a harder balance than it looks, and it gives a spice range a personality before anyone opens the bag.