This is a really fun and simple brand solution.
“Launched in 1999 as NutsOnline and based on a family business dating back to 1929, the newly namedNuts.com is an online retailer of more than 200 varieties and treatments of nuts as well as dried fruit, snacks, chocolate, and coffee and tea. Based in New Jersey, Nuts.com has a 60,000-square-foot space and 80 employees. After living at www.nutsonline.com for thirteen years, the company was finally able to purchase www.nuts.com — details here — adopt it as its name, and design a new identity and packaging around it, which was designed by Pentagram partner Michael Bierut, quite literally this time: the logo and type are based on his own hand-drawn alphabet, digitized by Jeremy Mickel. The identity is complemented with nut character illustrations by Christoph Niemann.”