• Noshu - Derringer


"Noshu is Australia’s first true sugar-free food brand committed to developing revolutionary products that enhance your life in a positively delicious and healthy way." RACHEL BAJADA / FOUNDER & CEO


All Love. No Sugar.

Noshu literally means 'no sugar’ and was born out of a love for family, a love for health and for the love of good food.

Derringer was approached to create the brand name and the positioning statement around these truths – “All Love. No Sugar”. We developed the brand identity and visual direction with the intention of taking Noshu into a more unique market positioning. One that appealed to the traditional health food retail consumer but that also broached a broader appeal, in the wider consumer retail market.

Our approach was to develop the overall look and feel of the brand to be fresh and clean, allowing the visual emphasis to remain on the products. Packaging in fresh food is all about ensuring the product is hero – Less is more. Brand language is simple, truthful language backed up by bold typography and strong block colouring that gives Noshu a fresher, more distinctive and contemporary feel.

This approach also allows Noshu to take their revolutionary product range into the more competitive commercial FMCG arena, creating a new category which they can grow within. The brand DNA was then applied to all marketing collateral, web and digital platforms, environmental, product packaging and POS materials.


    • Noshu Foods

    • Identity design
    • Creative strategy & positioning
    • Brand development
    • Art direction
    • Packaging
    • Point of sale / merchandising
    • Website design / development
    • Exhibition / environmental design
    • Brand guidelines
    • Marketing collateral

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Noshu - Derringer